Business as usual is an easy trap to fall into when it comes to your marketing, especially if it’s delivering positive results. But good marketing is about developing a culture of constantly testing, learning and optimising, to get better and better results with every campaign. Here’s a few top-level examples of times we’ve helped our clients rethink their marketing.
HelloFresh: Rethinking Track & Test.
HelloFresh are one of the fastest-growing brands and know the power of Offline Marketing tactics when driving customer acquisition and improving customer retention. But, being such an ambitious brand, they wanted even better results on DM activity in order to exceed their growth targets.
We helped develop a strong culture of proactively testing, measuring and improving. By placing unique codes on every mail piece, we launched a new system that allowed HelloFresh to identify where new customers were coming from, and quickly learn what communications were working and which ones weren’t. A/B testing was key to establishing their best performing data sources, learning which offer or format works best and applying this knowledge to all mailings. By not settling and rethinking their marketing to be even better than before, HelloFresh ensure that response rates are maximised on every campaign.
Gtech: A creative rethink
Gtech are an independent company designing and manufacturing cordless home and garden appliances such as vacuum cleaners, floor sweepers, grass trimmers and electric bikes. They have sold over 22 million products across 19 different countries. They had used the same approach to direct mail for three years, and while it was effective, they knew there had to be a way to get even better results.
This wasn’t about rethinking the strategy, it was the creative that needed a rethink. We produced a range of different designs, incorporating different styles and materials. These were then tested in small quantities to determine which new creative direction was the most effect, and this was then rolled out on a bigger scale. By rethinking their creative, they were able to re-engage existing customers and attract new audiences thanks to a change in brand perception.
Pact Coffee: Rethinking communications to drive customer retention
Pact Coffee offers customers a world-class specialist coffee delivered to their front door. What’s more, it’s ethically sourced and people can tailor their subscription to their personal tastes. If there’s anyone that understands the importance of coffee, it’s PSE, most of our people can’t function without it.
Pact Coffee were already including inserts within their product despatches on both swap and paid arrangements, but there was a desire to make this even better. Our experts got to work and developed an intricate understanding of Pact’s brand requirements, budgets, despatch quantities…basically, they got to know them inside out. Following this, we recommended a DL “Pact Perks” booklet featuring 6-8 partners. This allowed Pact to host not just more partners, but a bigger mix of both swap partners and paid partners which ensured the booklet acted as a successful acquisition channel while also being cost-neutral.
By adopting an approach of examining every aspect of their marketing performance, Pact Coffee has enhanced the number of partner despatches Pact Coffee appears in by more than 400k per month, 39 new brands joined Pact Perks in the first 6 months alone, and customers have given regular positive feedback about the booklet, indicating an improvement in customer engagement as well. This is what a marketing rethink is all about.
Jigsaw: Rethinking the best way to reach customers
Jigsaw London is a fashion designer and retailer, specialising in premium women’s clothing. Being at a high growth stage of the business, it had become clear to Jigsaw that they had to diversify their strategy and find a channel that could reach a slightly older demographic than digital channels. The answer was a mailed catalogue.
Working with Epsilon Abacus and their propensity model, we were able to identify scalable prospect audiences that shared the same market-wide buying behaviours of its own best customers. Customers were identified that would provide the largest incremental revenue when sent a catalogue along with lapsed customers with the highest propensity to convert. PSE were able to cleanse and manage the entire customer file ensuring all data management and sends were 100% GDPR compliant. With every campaign, the catalogue has got better and better results, allowing us to discover which season is best for release, and how to drive down costs by utilising postal incentives.
Jigsaw London are the perfect example of how a rethink to marketing can lead to totally new channels and drive customer acquisition and revenue growth.
If you think you’re ready to rethink your marketing and either improve your existing direct mail approach or explore direct mail options to add to your marketing mix, then you need to chat to our expert team about what we can do for you.
