Data segmentation to target 5,000 energy savers

Background

City Plumbing Supplies (a Travis Perkins Group Company) have stated their aim to guide customers through the transition from fossil fuels to low carbon, energy-efficient technologies.

Objectives

Having worked together for a number of years, Propack were approached by City Plumbing Supplies to produce a direct mail campaign. The focus of the campaign was to include a guide on Energy Efficiency & Renewable Technologies.

Overview

Using sophisticated data segmentation and digital print, Propack were able to produce variable mailing packs targeted to specific trades within the client database.

20,000 mail packs were produced with 5000 packs issued to ‘prospects’. Using the segmentation approach meant City Plumbing were able to invite their prospect customers to their exclusive Rewards Programme and significantly increase their conversion rate.

To further support City Plumbing Supplies and their responsible approach to marketing we were asked to process and capture all ‘gone away’ returns in order to continually maintain their database and avoid unnecessary mailing.