CLIENT:
A home improvement retailer
CHALLENGE:
The retailer was experiencing declining results from its direct mail campaigns, with low response rates and minimal in-store traffic. They needed to refine targeting efforts to increase relevance and engagement with their mail offers.
SOLUTION:
The retailer utilized a data-driven audience segmentation strategy, provided by SMS, combining demographic, geographic, and behavioral insights. By targeting households that showed a high probability of being in the market for home improvement products, the newly developed campaign was more focused on relevant prospects.
RESULTS:
Improved response rate: Utilizing data driven solutions with more precise targeted mailings, the campaign achieved an increase in qualified leads, driving a significant boost in responses.
Substantial increase in store foot traffic: The mail campaign drove more customers to physical stores, leading to increased sales.
Higher ROI: An elevated audience selection reduced waste and maximized the impact of the direct mail campaign, delivering a higher return on investment.
By refining their target audience, the retailer was able to transform their direct mail campaign performance, resulting in higher engagement and a stronger return on their marketing investment.