How to Increase Revenue with a Simple Reminder Email (Case Study)

Competition has never been fiercer than it is today. In this new economy, marketing success is about precise targeting combined with compelling conversion offers. If you’re still using a “spray and pray” approach, you’re losing customers to your competitors. Yesterday’s marketing methods rarely work today. Today is about marketing smarter, not harder.

For instance, when a retail client noticed that customers were waiting 10-13 years to purchase a new mattress, the team immediately put big data to work. We combined education, personalization and data with a compelling offer to drive sales.

Here’s exactly how we did it.


Mattresses have a recommended lifespan of 8-10 years, but most people wait 13 years to buy a new one. Our retail client wanted to educate consumers on the value of being proactive about a mattress replacement.

The campaign was aimed at driving purchases, specifically from those who bought a mattress 8 years ago. Getting customers to buy a replacement was a challenge.


We set out to educate customers on the importance of replacing their mattress every 8 years, as recommended by the International Sleep Products Association (ISPA). We also wanted to position our client as the trusted name in the industry. The result? A dramatic increase in sales.

Step 1:  Match data against the current customer email database.

Using data from previous transactions, we developed personal emails. The email had a non-promotional feel. People don’t like being sold to, but they appreciate a little personalization.

Step 2:  Determine optimal workflow and timing of emails.

To simplify the campaign, we sent an initial educational reminder email. We followed up with a second reminder email 6 weeks later (only to customers that didn’t open the first email).

Step 3:  Develop a personal email leveraging past buying data.

We created an email with a conversational feel. We included actual purchase dates to remind customers when they last purchased a mattress. This also helped build familiarity. Finally, we invited customers to come into to the store using an in-store promotion, a no-obligation “Test & Rest” with a free gift (e.g. a travel pillow).


Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.



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