IoD recruitment campaign
The Institute of Directors (IoD) provides a professional network that reaches into every corner of the business community. Membership spans the whole spectrum of international business leadership, from the largest public companies to the smallest private firms.
Recruiting new members is a key plank of the Institute’s marketing strategy. Personalised invitations are sent out to around 20,000 potential new members every month. Variable text and imagery of each regional IOD office is used, depending on the geographical location of the recipient.
The ability to merge data cells, use variable data and produce a continuous mailing run also provides significant postage savings by exploiting mailsort discounts for the larger volumes.
Response rates vary – but can reach double figures – up to five times greater than conventional mailings which don’t employ digital print or variable data technology.