iExit
drives 155% ROI with intelligent direct mail
Impact at a glance
- 155% ROI from direct mail campaigns
- Nearly 64,000 mailers sent nationwide
- $30,000 in profit generated from direct mail outreach
- 40% increase in users claiming business listings
- 60% increase in purchased sponsorships
“Our sales methods couldn’t scale in any form or fashion. It was around this time that we came across Lob and the light switch for direct mail came on. Not only could it scale, but direct mail was profitable right off the bat.”
iExit drives conversions and ARR with direct mail acquisition campaigns
Industry
Technology, Travel
Website
https://iexitapp.com/iExit Interstate Exit Guide is a free app that helps travelers find the best stops on U.S. interstates. To fuel growth, iExit needed to acquire more local businesses for its exit sponsorship program, which gives advertisers over 75 times more visibility than free listings.
Digital outreach methods like cold calling, email campaigns, and social media pitches were not driving results. As CEO Evan Metrock noted, “people are really on guard for unsolicited emails.” iExit needed a new channel that could engage prospects at scale and deliver measurable results.
After testing postcards, iExit turned to Lob’s intelligent direct mail platform to launch targeted letter campaigns. With Lob, the team could:
- Send nearly 64,000 mailers to businesses within specific radiuses of interstate exits
- Personalize letters with exit maps, previews of app sponsorships, and search data from nearby users
- Eliminate undeliverable addresses to save thousands in campaign costs
- Automate mailings directly from their sales systems without manual effort
- Direct mail campaigns delivered a 155% ROI, generating nearly $30,000 in profit
- Hundreds of new customers signed up for exit sponsorships
- A/B testing showed that letters felt more official and gave owners enough information to act
- Adding a second page with FAQs boosted conversion, driving a 40% increase in users claiming listings and a 60% increase in purchased sponsorships
- Providing detailed information upfront also reduced customer support time
Campaign Spotlight:
Testing letter formats
Through A/B testing, iExit found that a two-page letter format significantly outperformed postcards. The additional FAQ page answered common questions in advance, which not only increased conversion rates but also reduced time spent handling inquiries.
120Water plans to expand mailing options within its platform, adding more mailing class choices, color printing, self-mailers, and additional postcard sizes to give customers greater flexibility.
For Warner, these enhancements build on the foundation Lob has already made possible:
“Lob has taken what used to be a bottleneck and turned it into one of our strongest capabilities,” she said. “Now we can focus on creating better experiences for the communities we serve, instead of worrying about whether we’ll hit a deadline.”
