A large, well-known mail order specialist, wanted to use offline communications in support of their digital channels to reduce online basket abandonment levels.
Using a highly personalised direct mail piece to follow-up the successful abandoned bag email programme delivered +14% abandoned bag completion rates and +8% average item value.
In the increasingly digital retail environment, this well-known mail order retailer was challenged to demonstrate how an offline communication could be used to support the digital channels, in a new and innovative way, in order to achieve a key business objective.
The strategy was to follow-up the existing successful abandoned bag email programme by targeting the non-responding customers with a highly personalised mailing, acting as an additional prompt to encourage them to complete their orders. Timing was key, with the mailing touching down within a week of the product abandonment.
A highly targeted automated daily mailing campaign was created, using digital print to present a visual reminder of the abandoned products, as well as using online behavioural data to dynamically show personalised ‘most browsed’ product categories which added further value by including a cross-department push by featuring Home imagery.
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