Online underwear merchant Bare Necessities in the US, long renown for running successful, highly segmented and targeted email campaigns, tried something new – Coordinating a personalized full colour, hard copy postcard campaign with their e-mail, to a segment of its customer file. The result? A huge increase in sales from those who received both marketing messages.
According to David Wauters, director of marketing for Bare Necessities, the company saw a 15% lift in revenue (that’s not a response rate improvement, but bottom-line sales improvement), from customers who received both the direct mail postcard AND the e-mail, compared to the control group who received only the e-mail.
Wauters has apparently stumbled on something that a lot of marketers talk about, but seldom do. According to Jane Kaiser, president of online marketing consultancy Eclipse Direct Marketing who work with Bare Necessities, few marketers truly coordinate their email and print marketing efforts.
She said her clients consistently see lifts of between 15% and 25% when they send coordinated print and e-mail campaigns. To us it’s no magic formula, simply common sense.
Like Fred Astaire and Ginger Rogers, the e-mail and direct mail channels can make beautiful footwork solo. But when you pair them up for the right number, the result is electric—higher response rates, higher average order value and higher lifetime value. And in a tight economy, what company doesn’t want its marketing dollars to stretch farther?