Case Study: Large Retail Marketing Company achieves 14% ROI lift with RR Donnelley’s Variable 4-Color PIRX Cards

Variable 4-Color PIRX Cards and Relevant Content Heightens ROI

Large Retail Marketing Company worked with RR Donnelley to evaluate whether the added cost of an 8-page mailer with removable PIRX card coupons was worth it compared with a simpler 6-page self-mailer with perfed coupons. The goal was to determine which format would drive better response and return on investment.

RR Donnelley ran a seven-month test, mailing both versions in equal volumes each month and using ProteusJet Multiweb inline printing with 100% variable 4-color inkjet imaging. The PIRX card version outperformed the perfed coupon format, delivering a 14% lift in ROI, higher redemption rates, and positive incremental store sales.