A DM campaign aimed at existing customers, prospects and winbacks, targeting families and empty nesters in both Tesco and non-Tesco footprint areas, this mailing achieved a 4% response rate against a target of 0.75%. This creative was used for ongoing mailings for more than six months.
Although ‘Bob’ was strictly being used for above the line activity, we strongly recommended his use here to integrate and aid recall. Again, mailed to customers, prospects and win-backs, split between families and empty nesters, and Tesco and non-Tesco footprints, this DM campaign achieved a response rate of 1.25% against a 0.75% target.
Using a test and learn approach, we conducted an extensive market research DM campaign to 10 cells of existing customers and prospects. The results were carefully analysed and the data has been extremely valuable for product pricing and development, as well as for planning further direct marketing campaigns.
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