Swoon Achieves 2.1% Response Rate and £300,000 in
New Revenue with First Direct Mail Campaign
Established in 2012, Swoon, is a UK design-led online brand with a mission to create distinctive designs that last for generations and sell at affordable prices.
When the company took the decision to use direct mail as an acquisition only campaign for the first time, it turned to Mailbird, following an introduction from the Royal Mail. We delivered a campaign that resulted in product lines selling out, coupled with return-on-investment statistics that far exceeded independent research predictions.
Focusing on highest quality look-a-like data and not volume
For Swoon’s first direct mail campaign, we identified 25,000 affluent prospects that should be the first to receive its high-quality 32-page A5 printed catalogue. Mailbird uses advanced profiling techniques, statistical modelling and insight analytics, to identify those who should receive the mailing.
We conducted a detailed analysis of Swoon’s existing market segments and within just a few days our team was able to accurately pinpoint potential customers with the highest propensity to respond positively to the campaign.
Industry beating 2.1% response rate and 23 times return-on advertising spend
The campaign was fulfilled in June and the results were tremendous, more than doubling the results predicted by a bespoke JICMAIL data analysis, conducted at the start of our work with Swoon, to demonstrate the potential impact of direct mail on its sales. The 2.1 percent response rate and a return-on-advertising spend in excess of 23 times translated into new revenue of more than £300,000.
Timing and unique circumstances contributed to its success: The catalogue was delivered during the height of the Covid-19 lockdown, during which time spending on household goods skyrocketed.
Direct mail now an essential element of Swoon’s marketing strategy
The results of the campaign have led Swoon to make direct mail a firm part of its ongoing marketing strategy, including a pre-Christmas mailing planned for November. This campaign is the perfect example of a company with great products eager to try something new, but needing the reassurance that their investment would deliver a return on marketing. The pre-campaign analysis with JICMAIL, our development of a compelling creative, teamed with high-quality prospect data and timely fulfilment, has together resulted in a client’s expectations being exceeded.
