Esparo said she is partial to direct mail, particularly compared with the e-mail channel.
“We are finding more and more that direct mail may be old and stodgy, but it's powerful and effective,” she said. “E-mail is really losing its viability. People's mailboxes are so full—and we're finding more and more that direct mail, going back to the basics, catches peoples' attention.”
The campaign has been an enormous success so far, with a high response rate. Seventy-five to 80% of packages sent resulted in sales meetings.
Esparpo said the fact that Nuance spent significant dollars on the mail package and took the time to record their specific voice system resonated with them.
It also helped establish Nuance's brand. “I think it helped brand us as an innovative creative company, and you want to be looked at that way in the technology industry,” she said. M