CASE STUDY: YOUR NRG
REACTIVATING CUSTOMERS WITH DIRECT MAIL, ACHIEVING 2.1 ROI
Your NRG sell heating oil to domestic & commercial UK customers from Northumberland down to Hertfordshire. They had a large, unused database of lapsed domestic customers and we proposed Direct Mail as a new route to market. We proposed a simple, cost-effective Direct Mail ‘Postcard’ campaign to be deployed over winter. It would summarise in a really concise and detailed manner all the benefits of using YourNRG over competitors, and would include a unique discount code to incentivize and help measure the effectiveness of the campaign.
KEY DESIGN THEMES
- Design style is simple and attention grabbing
- Engaging image choice to appeal to all demographics
- Copy is crafted to be concise and very benefit driven
- Double-sided A5 Direct Mail format is cost-effective
- Sends – 15,944 to customers in northern depot areas (Northumberland, Tyne & Wear, County Durham, Teesside & Yorkshire)
- To dormant accounts (no order within 12+ months)
KEY RESULTS FROM CAMPAIGN
RETURN ON INVESTMENT
The client essentially doubled their campaign investment from initial customers orders, and it is assumed the re-activated customers will continue to place subsequent orders, resulting over time in an even larger ROI
“Working with the guys at Reactive has really taken our game to another level. We identified direct mail as a new route to market due to amount of customer data we hold and also how niche our products/offering is, and Reactive have helped us every step of the way by ensuring these campaigns are as successful as they can be.
From concept and planning discussions through to the design and execution, they have been a pleasure to work with and have offered invaluable experience, knowledge and insight. Safe to say we will calling upon Reactive for future campaigns, as the results have been tremendous.”