A subscription retailer launched a new version of a CPG staple and found early success with social media marketing. However, they soon realized that expanding into additional channels was necessary for growth and partnered with sg360° to test direct mail.
sg360° helped the client reach a largely untapped audience using direct mail. We exceeded client expectations and delivered impressive results. The campaign drove more conversions, better customers, and dramatically lowered acquisition costs.
A subscription-based retailer had a new twist on a CPG staple and was successful with their initial social media-only marketing efforts. But they quickly discovered that in order to grow, they needed to branch out into other channels, and engaged sg360° to test direct mail.
The client’s challenge was to reach new customers beyond their social media base and scale growth effectively.
Our 360-degree Audience Insights process analyzed the client’s 70,000+ active customers file, evaluating dozens of key demographic, behavioral, and psychographic attributes. As a result, sg360° revealed to the brand exactly who their most valuable customers were.
We then targeted two statistically significant test audiences to expand the brand’s reach:
sg360° worked with the client to develop packages, visuals, messaging, and offers for each audience, ultimately producing and mailing:
We designed and implemented a brand-specific QR code that bumped website conversions by 11%+.
sg360°’s direct-mail-generated customers were more affluent, older, and generally more brand loyal than customers acquired from social advertising. They were also 20% more likely to purchase subscriptions, and 10% more likely to purchase additional brand products.
in cost to acquire a customer
in customer conversions over holdout
in subscriptions
conversion rate over social media marketing
in a 4-week campaign
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