This Flyer Got a 7x Return: But It Should Have Done Better (Here’s Why)
A 7x return sounds like a dream result. And for most businesses, it is.
But when we dug into one particular flyer campaign that delivered seven times its cost in revenue, we realized something: it could have done even more. The campaign wasn’t perfect, it had room to grow.
This blog is about why good results don’t mean maximum results, and how small tweaks to an already-successful flyer can turn strong ROI into a record-breaking campaign.
The Campaign at a Glance
The flyer came from a mid-sized local service business targeting homeowners. The offer was straightforward:
A seasonal service discount
A clear headline
Direct mail distribution to targeted postal codes
The results?
7x ROI
Calls and bookings surged for three weeks after delivery
Strong coupon redemption rate
On paper, this was a home run.
So why are we saying it could have done better?
Good Campaigns vs. Great Campaigns
Think of it like sports: winning a game is great, but what if you could have scored twice as many points with the same effort? That’s what happened here.
Our analysis showed three areas where the campaign underperformed despite the headline ROI.
1. The Offer Had Untapped Potential
The discount was attractive, but it wasn’t layered with urgency. Many people redeemed it quickly, but others who might have acted later didn’t have a reason to.
Missed opportunity: A time-sensitive upgrade.
For example:
“Book by [date] and get a free [add-on service]”
“First 50 customers only”
This scarcity and urgency layer can boost conversions by 20–30%.
For more on building irresistible offers, see How to Make Your Flyers Impossible to Ignore.
2. The CTA Was Solid But Not Effortless
The flyer had a strong “Call Now” CTA, but no QR code or alternate action. In today’s fast-moving world, not everyone wants to pick up the phone on the spot.
Missed opportunity: Multi-channel CTAs.
QR code for instant online booking
Shortlink to a landing page with a quick form
“Text us” option for low-commitment inquiries
Making the CTA frictionless matters, people act more when the next step is easy.
You can explore more CTA optimization ideas in The Do’s and Don’ts of Effective Flyer Advertising.
3. The Design Ignored the “Second Read”
When someone first sees a flyer, they scan quickly. But many keep it around, on a fridge, desk, or kitchen counter, before acting.
In the “second read” phase, smaller details matter:
Testimonials
Guarantees
Before-and-after visuals
This flyer didn’t include these. It relied purely on the headline and discount. Strong secondary elements could have pushed more of those “I’ll get to it later” people into action.
For insight into how to keep flyers engaging beyond the first glance, read 7 Tips for Designing Flyers That Always Get Read.
The Math of “Better Than Good”
With a 7x ROI, every $1 brought back $7. Sounds unbeatable, until you consider the multiplier effect of small improvements:
Adding urgency could push response rate from 4% to 5%
A second contact method could capture another 1% who would have bounced
Stronger secondary elements could lift conversions again by 0.5–1%
When combined, these changes could push that 7x return closer to 9x or even 10x with the same distribution spend.
The Bigger Lesson: Never Stop Optimizing
High-performing campaigns can lull us into complacency. But print marketing is iterative. Each flyer you send should teach you something that improves the next one.
At Flyer Canada, we’ve seen campaigns go from “good” to “outstanding” by:
A/B testing headlines
Changing only the CTA
Adding a seasonal urgency
Repeating the drop with slight tweaks
Want proof that repetition drives results? Read Why Repetition Is Your Secret Weapon in Direct Mail Marketing.
Flyer Canada’s Results Across Campaigns
The reason we can spot “hidden wins” in a successful flyer is because we track data across hundreds of campaigns.
Across industries, our clients see:
4.4% average conversion rate, versus 1.41% industry average
51.8% lower customer acquisition costs
ROI between 3x and 29x, depending on the campaign scope and targeting
Even the high-ROI campaigns aren’t immune to tweaks, and that’s where extra profit lives.
How to Audit Your Own Flyer for “Hidden Wins”
Before you reprint a flyer that worked well:
Review the Offer – Is it time-sensitive? Could you sweeten it?
Check the CTA – Is it multi-channel and frictionless?
Add Trust – Testimonials, guarantees, certifications.
Think Ahead – How will it hold attention during the “second read”?
Plan the Repeat – Small variations on the same flyer can compound results.
Ready to Push Your Next Campaign Beyond “Good”?
If your flyer is already getting results, that’s great. But what if you could get more without spending more?
At Flyer Canada, we design, print, and distribute flyers with every stage of the customer journey in mind. From the headline to the CTA to the follow-up drop, we help you squeeze every drop of value from your campaign.
Let’s turn good into exceptional. Reach out via our contact page, explore our online store, or call us at 437-524-5287.
