Every month, Jumer's Casino Rock Island sent a direct mail to 5,000 Players Club members. The mailings produced a return that averaged 25 to 28 percent. High? It seems so, but remember that these mailings went to the casino's most frequent visitors.
We felt that they could do better. We replaced the cards with a "personal" letter and we injected some fun into the other pieces. This gave the mailings the added spunk they needed.
At the conclusion of the first year, return rates had increased to 33 percent. That's a 65 percent increase!
