Direct mail is a big business at Devoted Health with the company spending $6 million annually on pieces. In 2023, I lobbied hard to create our first winback campaign for former members. The team ran a small $5,000 test that delivered big results, including a $226 CPWR and $1,177 CPA (standard CPA was $2,000 at the time). The mailer also outperformed the standard direct mail "Touch 1" version.