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.