Propack helped Jet2 increase their ROI by 15% and response rate by 9% through highly personalised direct mail campaigns.
Over 3,000 variables were used, from imagery to personalised offers based on customer preferences.
The campaign aligned with Jet2’s email marketing, delivering a seamless and responsive experience for customers.
Background
Jet2, after a complete refresh of their direct marketing strategy, selected Propack to implement a new level of personalisation for their direct mail campaigns. Their goal was to match the variability and responsiveness of their email marketing and boost engagement.
The challenge
Propack faced several key objectives:
- Mirror the personalisation used in Jet2’s email marketing.
- Ensure data was current, extracted as close as possible to the mail date.
- Increase response rates.
- Enable complex variable data printing.
- Align Jet2’s direct mail campaigns with their email marketing in terms of flexibility and responsiveness.
What we did
Working closely with Jet2’s creative agency, we developed a fully variable, one-piece mailer. Each mailer was personalised based on a variety of customer-specific factors such as travel preferences, previous bookings, destination choices, price points, and nearest airports.
This digital production method allowed us to quickly produce large volumes of highly personalised, triggered mailings within very short timescales.
Overview
The results were outstanding:
- Jet2’s direct mail activity was completely revolutionised.
- Over 3,000 variables, including personalised imagery, were used in the campaign.
- Data was extracted just 4 days before mailing, ensuring relevance.
- A 9% increase in response rates was achieved compared to previous campaigns.
- ROI improved by an impressive 15%
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