advertising Case Study

Virtual Mailbox: How Recipients Process Mail

The Client's Situation

A line of mailboxes

The Campaign

A mailbox stuffed with envelopes and mail

Approach + Solution

Phoenix MI developed the Virtual Mailbox methodology in response to our clients’ needs to evaluate their creative and messaging for direct mail campaigns.

The Virtual Mailbox methodology has three phases:

  1. Envelope evaluation provides breakthrough effectiveness and produces a heat map identifying the most compelling component of the envelope. Associated verbatim comments provide explanation and detail about consumer reactions.
  2. Content evaluation measures communications effectiveness, analysis of special inserts, and includes insights drawn from verbatim comments.
  3. Offer performance evaluates response to the offer alone, as well as to the entire package.


Successfully gained a deep understanding of direct mail offerings and refined them to create the optimal mail package.

Our clients were able to evaluate their creative, their offer, and to identify the “why’s” to explain performance, as well as refine their mailings to incorporate the best of each of the pieces tested.

envelopes scattered around a laptop computer
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.