Dimensional Mail Meets AI to Create a Lasting Impression

How do you wake up cold prospects? EyeMed combined dimensional mail with custom voice tech to achieve a stunning 15% response rate. Read the full story behind the “Make a Wish” campaign.

EyeMed Vision Care approached Responsory with a clear but difficult objective: they needed to capture the attention of a specific list of Broker prospects. The catch? This audience was historically cold and unresponsive to previous outreach.

In the competitive landscape of employee benefits, brokers are bombarded with solicitations. EyeMed needed to cut through the industry clutter and encourage these brokers to reconsider EyeMed as a premier vision benefits solution for their clients. The goal was not just brand awareness, but tangible action — getting these brokers to sit down for a meeting.

To leave a lasting impression, Responsory moved beyond standard outreach to create an experience. We developed an integrated, multichannel campaign centered around a whimsical yet modern theme: “Make a Wish.”

The strategy blended traditional direct response tactics with digital innovation:

• Dimensional Mail: We sent a high-impact package featuring a unique teaser gift to physically disrupt the prospect’s day.
• The “Big” Offer: The mailer positioned an Amazon Echo Dot as a modern-day “genie lamp.” This high-value item served as the incentive for booking a meeting.
• Digital Air Cover: We supported the physical mail with follow-up emails and Smart Zones digital advertising to keep EyeMed top-of-mind across the web.
• Interactive Tech: The experience didn’t stop at the mailbox. We directed prospects to an interactive landing page to claim their offer.
• The Closer: To tie the concept together, Responsory developed a custom Alexa Skill. During the appointment, EyeMed sales reps used the Echo Dot to demo the skill, proving the company’s commitment to forward-thinking technology.

EyeMed Vision Care approached Responsory with one wish: Develop an integrated, multichannel campaign to capture the attention of historically cold Broker prospects. The end goal: Encourage these Brokers to consider EyeMed as a top vision benefits solution for their clients.

The “Make a Wish” campaign granted EyeMed their biggest wish: engagement. By treating the cold list with a high-touch, premium experience, the campaign successfully thawed relations and opened doors.

• 109 Sales Appointments: The campaign directly generated over 100 meetings with brokers who had previously ignored outreach.
• 15% Response Rate: In a B2B environment where single-digit response rates are common, this campaign achieved a remarkable 15% conversion.
• Brand Elevation: The use of the custom Alexa Skill successfully positioned EyeMed as an innovative partner, differentiating them from competitors relying on traditional sales pitches.