Combating “Unsubscribes” with Direct Mail

I just read a fantastic case study from Data Services Inc. that reinforces the value of direct mail in a world going increasingly electronic. Direct mail goes (and succeeds) in places email cannot. That includes the world of unsubscribes.

Belgium-based Outlet-Avenue, an online overstock retailer targeting younger, fashion-conscious consumers, was finding that it was losing previously loyal members of its exclusive email club. Was it ennui? Over-full email boxes? Traditional short loyalty span among this group? Regardless, 45% of its email list had gone dormant.

The challenge with reactivating unsubscribes is legal. Once unsubscribed, the marketer cannot email them again. However, Outlet-Avenue had mailing addresses for these former subscribers. It sent an inexpensive postcard personalized to the unsubscriber with a welcome message, “We miss you!” and offering a discount on their next purchase.

The company attributed an increase in online orders of 4% to the postcard and calculated an ROI of 2.4 to 1.

In addition, after-campaign research found the following:

  • 62% recall rate
  • 59% read rate
  • 84% message retention rate
  • 64% of recipients had or intended to resubscribe to the program

The message for marketers: “In some cases, those ‘chronic non-responders’ are the result of the medium of communication and not due to a lack of affinity to your products/services.”

Well done, DSI!

 

 

This labelling news was spotted at The Digital Nirvana
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