Super Shoes Rocks Personalized Content
Recently, we heard about a major retailer who rocked its print personalization, and we wanted to share its success with you. We hope you find it inspirational as you plan your print marketing for the upcoming year.
Super Shoes sells more than 200 shoe and apparel brands in 40+ stores in eight states. To increase the effectiveness of its direct mailings, Super Shoes decided to get personal. Super Shoes started with channel preference. While many of its competitors were turning to digital marketing, the retailer knew that its customers still preferred to receive direct mail promotions like postcards and catalogs.
"We have an email database, but our customers tend to respond more to print," says Matthew Willard, marketing director at Super Shoes, as quoted in 1to1 Media.
Super Shoes layered in attitudinal behavioral attributes (which can be purchased much the same way as demographic data) and past purchase histories. This allowed it to target its mailings based on demographic and psychological profiles. Customized content included images, copy, messaging and offers.
Super Shoes had tested different mail formats (postcard, oversized postcard, newspaper insert, catalog) and found that an oversized postcard was the most effective for its customer base.
It sent eight different versions of its mailer and tested against the generic version. The results? The generic offering had a 2.5% conversion rate. The personalized mailing had a 6.7% conversion rate.
Want to personalize your next direct mailing and see how your conversion rates soar?
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