Retailer Scotts & Co are a great example of a brand who know how to integrate direct mail into their marketing mix. Throughout 2014 they used direct mail to drive traffic to their website, with impressive results.
WEBSITE ORDERS BY WEEK
2014
Orders
Mailing
As you can see, the correlation between website orders and mailing times is extremely strong. During 2014, online sales accounted for one third of business and 57% of these sales can be attributed back to direct mail. The timings of the mail releases are also essential, being delivered just before peak times for their business. To best optimise their marketing spend, Scotts & Co ensured they split their budget not by the channel that generates the most sales, but by the marketing trigger of those sales. They have operated in this way across all of their brand portfolio.
BRAND
DESCRIPTION
VISITS SPEND
Established multichannel brand +30% +38%
Scotts of Stow
Italian fashion brand
Artigiano
+22% +118%
Solutions World
New growing brand +121% +168%
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