How We Helped Our Client Unlock a New Customer Base
Looking to test your audience, convert first-time buyers, and bring lapsed customers back into the fold? Let’s break down a real-world example of how we made it happen for one of our clients.
At the end of 2024, a client approached us with a challenge: they wanted to test a fresh customer segment using a direct mail campaign to see which audience would respond best.
Their goal was simple; explore new territory while optimising costs.
We took their brief for an A5 catalogue and crafted a proposal that didn’t just meet their needs but delivered real value. By focusing on the most cost-effective postage strategy, we helped them make the most of their budget without compromising on impact.
The Results Speak for Themselves
The campaign launched in December and achieved a 5% conversion rate (CVR). What’s more, it wasn’t just about testing—it delivered on multiple fronts:
- Converted first-time buyers: Those new to the brand jumped on board.
- Reactivated lapsed customers: We re-engaged those who hadn’t purchased in a while.
Here’s the twist: this wasn’t your typical “batch and blast” mail with a discount code. The mailer had no offer attached, yet it still hit a 5% CVR across a full month of sales. That’s significantly stronger than the client’s previous direct mail campaigns, which relied heavily on promotions like 20% off codes.
A Launchpad for Future Campaigns
The success didn’t just stop with the results, it’s shaping their strategy for the year ahead. They’re now planning additional mailings, and we’ll continue working together to create cost-efficient, high-impact campaigns. From refining the printed materials to tailoring each mailing to specific campaign goals, we’re all about keeping that momentum going.
What Made This Campaign Stand Out?
The client wanted to test a different customer type, but the benefits went beyond that. The campaign not only revealed which audience responded best but also helped them unlock untapped potential in first-time buyers and lapsed customers.
Direct mail really can deliver when done right. Ready to see what it can do for you?
Tel: 01206 322211
Email: info@callimedia.co.uk