£59,000 profit achieved for Sky Bet with strategic direct mail campaign

Background

Sky Bet came to us needing a solution for their new strategic direct mail campaign, they wanted to reactivate customers who had previously played with them but hadn’t for the last 2 years. Their intention was reactivating customers on the previous games played – the analysis outcome window was to be four weeks from the mailing land date.

What we did

Propack created a mailing that was a fully personalised sliding graphic, in a novel interactive format. The mailing was split by two cells across a 30,000 customer base.

Overview

The campaign achieved incremental margin of almost £30k after 4 weeks, which was significant enough to outweigh the associated DM cost and ‘to cash’ value of the offer.

The campaign didn’t just create further profit on the specific game targeted, the customer also played on other games (allowing the company to cross sell other brands) creating a further £59k profit, demonstrating the value of reactivating customers.