Recently,
we heard about a major retailer who rocked its print personalization, and we
wanted to share its success with you. We hope you find it inspirational as you
plan your print marketing for the upcoming year.
Super
Shoes sells more than 200 shoe and apparel brands in 40+ stores in eight
states. To increase the effectiveness of its direct mailings, Super Shoes decided
to get personal.
Super
Shoes started with channel preference. While many of its competitors were
turning to digital marketing, the retailer knew that its customers still preferred
to receive direct mail promotions like postcards and catalogs.
"We
have an email database, but our customers tend to respond more to print,"
says Matthew Willard, marketing director at Super Shoes, as quoted in 1to1 Media.
Super Shoes layered in attitudinal
behavioral attributes (which can be purchased much the same way as demographic
data) and past purchase histories. This allowed it to target its mailings based
on demographic and psychological profiles. Customized content included images, copy,
messaging and offers.
Super Shoes had tested different
mail formats (postcard, oversized postcard, newspaper insert, catalog) and
found that an oversized postcard was the most effective for its customer base.
It sent eight different versions of
its mailer and tested against the generic version. The results? The generic
offering had a 2.5% conversion rate. The personalized mailing had a 6.7%
conversion rate.
Want to personalize your next direct
mailing and see how your conversion rates soar? Give us a call.
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