A personalised direct mail campaign for Joe Browns’ birthday loyalty scheme outperformed their usual email vouchers.
The physical birthday card achieved a much higher response rate, even though emailed vouchers drove slightly higher average order values (AOV).
Due to its success, the campaign has expanded and now forms an ongoing part of Joe Browns’ marketing strategy.
Background
Propack approached Joe Browns, a well-known mail order company, with an idea to enhance their customer loyalty programme. We discovered that customers were receiving an emailed voucher on their birthday, redeemable online. Our suggestion? To run a test alongside the email, using a fully personalised direct mail piece to see if it could boost the response rate.
What We Did
Collaborating with their studio, we designed a personalised birthday card, voucher, and envelope. The artwork was fully customisable based on each customer’s purchase history, with the aim of driving loyalty and increasing website traffic for Joe Browns.
The campaign was initially tested with a 50/50 split: half the customers received only the email voucher, while the other half got both the email and the physical mail piece.
Overview
The results were clear: customers who received the personalised birthday card responded at a much higher rate than those who only received the emailed voucher.
While the email group had slightly higher AOVs, this was outweighed by the significantly better response rate from the direct mail recipients.
The campaign was so successful that Joe Browns increased the split to 20/80 in favour of the direct mail, and it’s now an ongoing project for Propack, with mailings going out twice a month.
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