Case Study: Largest Child Care Providing Company boosts enrollment rates with RR Donnelley

Boosting Response Rates with Eye Tracking Tech

Largest Child Care Providing Company, one of North America’s largest for-profit child care providers, manages seasonal acquisition campaigns across five brands and 900+ schools. To improve direct mail performance, the company partnered with RR Donnelley to test multiple mail offerings and better understand what resonated with prospective families.

RR Donnelley used RRD Marketing Solutions to run usability testing with eye tracking, allowing participants to interact with the mail pieces, rank preferences, and explain their choices. Based on the insights, RR Donnelley recommended several creative changes, including testing pieces without a discount offer. The multivariate test-and-learn approach helped drive a 19% lift in enrollment rates over the control group, a 30% overall ROI, and up to 185% ROI in some segments across 3.2 million mailed pieces.