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People often ask what role can direct mail play in a digitally connected world. The answer? A pivotal one.
Not only does direct mail remain a valuable tool for marketers on its own, yielding response rates that are 30% higher than for email, but marketers are seeing that by adding it to their digital marketing campaigns, they can raise ROI to new levels.
Here’s how three companies drove up ROI thanks to the power of integrated marketing campaigns that put their message directly into their best customers’ hands.
Frank & Oak drives traffic in-store and online
There’s no other fashion retailer that embraces the digital world more than Montreal-based Frank & Oak. Technology runs through everything it does, including using digital marketing such as banner ads and social media sites, to promote its brand and stylish menswear fashions.
But Frank & Oak is always open to new ideas, like using the physical mail channel to reach its digital savvy customers.
In an effort to increase traffic to their web site and promote a new bricks-and-mortar location, the company sent different targeted direct mail pieces to active and inactive customers.
The result: Response rates surpassed all targets. The campaign generated a 200% ROI for inactive customers and 350% for active customers. Coupon redemption rates were above average across both groups.
123inkcartridges.ca expands its customer base
Online retailer 123inkcartridges.ca offers an in-demand product line – ink cartridges, HDMI cables, cell phone accessories and more. When the company needed to find their best customer prospects, they partnered with Canada Post to identify neighbourhoods most likely to include a demographic that would buy their products.
Canada Post pinpointed multiple hot spots around the GTA. That data enabled the retailer to launch an experiment with test subjects and a control group.
The control group received only digital messaging, while test subjects received digital messaging and a direct mail piece that included a product offer with a trackable promo code.
The result: The response rate was 28% higher for those who received a physical piece of mail along with the digital messaging.
Staples.ca boosts response rates and lifts sales
Customer communication is vital to marketing success. That’s why Staples.ca is in touch frequently with active customers (those who conducted at least one transaction in the past six months). Besides deploying emails to this group three times a week, the company also mails them flyers every two weeks.
But in today’s marketing world – metrics are vital. The company wanted the data to prove that its strategy was driving response rates and revenue. Test campaigns, sent in two waves to active customers, proved the answer was yes.
The result: For customers who received a flyer and an email, the response rate was 605% higher than for those who received only an email. While the financial benefit was undeniable, customers who received the flyers spent 544% more than those who received only the email.
Three retailers, three marketing strategies, one conclusion: direct mail works.
That’s the essence behind Canada Post Smartmail Marketing – a more intelligent approach to direct mail that allows marketers to better leverage the unique capabilities of direct mail by pairing it with other exciting channels within their marketing mix. Smartmail Marketing is key to connecting with customers and maxing out your ROI.
Drive more action for your brand, click here to learn more.
