eCommerce Retailer Tests Digitally Powered Direct Mail as a New Channel and Generates 8.5x ROAS

Megan Rainey

Problem

This retailer broke new ground introducing their innovative product to the marketplace and enjoyed a decade of limited competition. As the industry became more competitive, the need to drive acquisitions outside of their standard digital and catalog channels became necessary. While direct mail became a consideration, they didn’t know how to leverage the channel without becoming highly promotional, something they worked hard to avoid.

Solution

The retailer tested NaviStone during "dead times" when business was running as usual with no sales and no offers (outside free standard shipping).

NaviStone Postcard Program was used to match up to 70% of website visitors to addressable consumers to find the most likely to buy. Site visitors were sent a timely postcard with the same offer on the website which drove them back to the site to convert.

This new marketing strategy proved to be a powerful new source of customers for the retailer, even when testing the NaviStone solution during these quieter times, the Postcard Program produced an 8.5X ROAS.

8.5x

ROAS

5.5%

Response Rate

$118

Average Order Value

Holiday Packages