Epsilon hosted a live discussion with the CMO of British homewares brand, Piglet in Bed, where we delved into the experience of starting out in direct mail marketing. In this discussion, we explore the art of direct mail marketing and its profound impact on customer acquisition, retention and overall brand growth.
The journey into direct mail
Piglet in Bed boldly embarked on a new adventure in the realm of direct mail marketing. According to Jake Newbould, the brand's CMO, direct mail served as a stepping stone in their marketing strategy. They had already invested in digital channels, but direct mail offered a unique advantage – the opportunity to have a tangible and immersive experience with the brand. As Piglet in Bed expanded its product range, they saw direct mail as an ideal way to tell their brand story and showcase their offerings effectively.
Diversification of Acquisition Channels
The conversation started with diversifying acquisition channels. Jake highlighted the significance of incrementality in their approach. Piglet in Bed aimed to reach brand-new audiences through direct mail, especially with their catalogue. By comparing control groups and testing various segments, they strived for a reliable marketing activity that would ensure their investments were worthwhile.
Retention and Reactivation
The brand used direct mail not only for acquisition but also for their house file – existing customers. They conducted control group tests to measure the incremental value of direct mail in retaining customers and reactivating lapsed ones. Jake acknowledged the need to balance acquisition and retention strategies, recognising the value of long-term customer relationships.
Tailoring creative
When it comes to creative content, Piglet in Bed recognised the importance of tailoring messages for different audiences. While their overall catalogue design remained consistent for both new and house file audiences, subtle changes were made to font size and message clarity, to accommodate first-time customers who might not be as familiar with the brand. Adjustments were also made to cater to the preference of their US audiences, with tone of voice and positioning adapted to better resonate with American customers.
Timing and seasonality
Timing is crucial in direct mail marketing, and Piglet in Bed carefully planned their mailings to align with product launches and seasonal trends. The brand avoided competing with heavy promotional periods and instead aimed to create peaks in their trading calendar.
Key Takeaways
Insights from Piglet in Bed's journey into direct mail marketing provide valuable lessons for businesses looking to harness the power of this channel. Key takeaways include:
Direct mail can be a potent tool when integrated into a holistic marketing strategy. It's a reminder that, in the ever-evolving landscape of marketing, traditional methods like direct mail still plays a vital role in driving brand growth and customer engagement.
To take advantage of Epsilon's expertise in direct mail marketing and leverage our 25 years of experience driving brand success with direct mail, contact us at hello@epsilon.com