Working with principles to deliver
an offline CPA as low as £6
For several years, digital has been outperforming offline channels in customer acquisition. But, through media saturation and competitive digital spaces, the time was right to test offline again.
Challenge
Deliver high-performing direct response insert and direct mail, yet still adhere to the brand's fresh, uncluttered branding and design assets.
Scarcity
The gift offer-end date on previous campaigns was buried in the terms and conditions. Dialling up the significance of this is a powerful trigger to act.
Creative tuning
Deliver high-performing direct response insert and direct mail, yet still adhere to the brand's fresh, uncluttered branding and design assets.
Interactivity
Paper formats can be a bit bulky, boring, and flat. So, it's less likely that this advertising will be kept around for a long time. This is why we suggested a pop-out card for the insert and a perforated DL voucher on the direct mail letter. People can use the incentive whenever they're ready by tearing it.
Scarcity
The gift offer-end date on previous campaigns was buried in the terms and conditions. Dialling up the signifi cance of this is a powerful trigger to act.
Social proof
Using testimonials is a great way to show the prospect the validity of your brand and offer. But increasing the specificity and word count of these more detail about individual products and service experiences can increase their effectiveness. .
Every segment mailed delivered incremental profit vs. control
Kelly Cliff, Brand & Experience Manager
Authority
On the insert, we recommended partnership endorsements from the other brands carrying their insert with their parcels. This imparts brand affiliation and authority, helping grow trust and credibility quicker.
Personal
On the direct mail, we recommended extra personalisation on the DL voucher. This added element increases the likelihood of the incentive being kept for longer as people are less likely to throw something away that has their name on
Media boost: CPA as low as £6
DM
Volume: £180,000
Revenue: £310,000
Profit: £116,000
RR: 13.95%
