I have been reading about Super Shoes’ new approach to its new, more personalized direct mail campaigns. I must say, I love what they are doing. There is a lot going on there, but here I want to point to the issue of channel preference.
When we think about successful direct mail, we think about the list, the targeting and personalization, and the messaging. However, channel preference isn’t often discussed, and it should be. In this case, Super Shoes knew something critical about its customers, and that is that they preferred direct mail. Super Shoes had an email list—and it used it—but for product offers and promotions, its data showed that customers responded more to print. So that’s what the retailer used.
To get it right, Super Shoes even tested different mailing formats. It found that, of the formats tested, the oversized postcard worked best. Consequently, when rolling out its new, more targeted customer communications, it did so by direct mail using an oversized postcard.
If you read the coverage, Super Shoes put a lot of time and effort into revamping its approach to targeting and personalization. When it came to maximizing that investment, it didn’t go by what’s most popular, what’s most inexpensive, or blowing in the winds of digital popularity. It invested in print and postage because, based on its testing and analysis of its customer responses, that’s what works. Specifically, it saw a 6.7% conversion rate from its customized postcards.
That’s the value of knowing your customers’ channel preferences.