Benefits Delivered

  • Abandoned basket completion rates after direct mail +14%
  • Direct mail response rates +6%
  • Average item value +8%
  • AOV of £104 in line with responders to email campaign

A Quick Summary

A large, well-known mail order specialist, wanted to use offline communications in support of their digital channels to reduce online basket abandonment levels. 

Using a highly personalised direct mail piece to follow-up the successful abandoned bag email programme delivered +14% abandoned bag completion rates and +8% average item value.

 

The Challenge

In the increasingly digital retail environment, this well-known mail order retailer was challenged to demonstrate how an offline communication could be used to support the digital channels, in a new and innovative way, in order to achieve a key business objective.

 

How It Was Achieved

The strategy was to follow-up the existing successful abandoned bag email programme by targeting the non-responding customers with a highly personalised mailing, acting as an additional prompt to encourage them to complete their orders. Timing was key, with the mailing touching down within a week of the product abandonment.

A highly targeted automated daily mailing campaign was created, using digital print to present a visual reminder of the abandoned products, as well as using online behavioural data to dynamically show personalised ‘most browsed’ product categories which added further value by including a cross-department push by featuring Home imagery.

 

If you'd like to investigate how triggered direct mail can help your marketing, feel free to call our consultants on 01869 321321 or just fill out the form below and we'll get back to you...

 

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