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!