Turning The Spotlight On Ourselves - Stannp's Black Friday Success

At Stannp, we're known for championing the power of direct mail for our customers. But this time, we've decided to practice what we preach and we became our own case study, using direct mail to re-engage lapsed customers and drive revenue during the competitive Black Friday season. 

The result? A campaign that not only delivered impressive metrics, but also reinforced our belief in the impact of targeted, creative direct mail.

Campaign Overview

For our Black Friday campaign, we focused on a specific audience: UK-based businesses that had previously engaged with Stannp but had become inactive over time. The goal was clear: re-engage these lapsed customers, remind them of the power of direct mail, and inspire them to include it in their own Black Friday marketing strategies. 

Key Campaign Details

• Timing: Sent in late October to align with Halloween, a naturally engaging period for creative campaigns 
  
  
• Target audience: 4,000 businesses across the UK, all of whom had interacted with Stannp in the past but had not used our services recently 
  
  
• Messaging: We cleverly combined Halloween and Black Friday themes, using the tagline "Don't get ghosted this Black Friday" to grab attention and highlight the urgency of re-engagement 
  
  
• Call-to-action: Each piece featured a QR code directing recipients to our landing page, making it easy to act immediately and explore how Stannp could enhance their Black Friday sales effort. 

The Creative Strategy

We pulled out all the stops to make this campaign visually engaging and strategically compelling: 

• Design: A vibrant combination of Halloween-themed imagery and Black Friday urgency made the mailer both eye-catching and relevant. Ghost icons, dotted patterns resembling digital interfaces, and bold colours helped bridge the gap between playful seasonal marketing and serious business opportunities 
  
  
• Copywriting: The tagline and supporting text emphasises the risk of being overlooked during the busiest shopping season. It is a clear CTA; use direct mail to cut through the noise and bring customers back
  
  
• Incentives: We invite recipients to take advantage of our special Black Friday offer to jumpstart their campaign, ensuring a strong value proposition 

Results That Speak Volumes 

We put our own platform to the test, and the results were nothing short of remarkable: 

• The QR code delivered a 7% CTR - well above industry averages for both email and direct mail, providing the power of engaging, targeted campaigns 
  
  
• With a 700% ROI, the campaign paid for itself, driving real revenue and demonstrating the impact of direct mail
  
  
• Best of all, we reconnected with many lapsed customers who returned to the platform, reminding them of why Stannp is such a valuable part of their marketing toolkit 

Lessons Learned

For us at Stannp, this campaign wasn't just a success story; it was a moment to reflect on and validate the strategies we recommend to our clients everyday. 

• The power of targeting: By focusing exclusively on lapsed customers, we ensured the campaign was highly relevant to its audience 
  
  
• Seasonal adjustment: Timing the campaign around Halloween provided a creative hook that stood out in crowded mailboxes and seamlessly transitioned into Black Friday
  
  
• Integrated marketing: The inclusion of a QR code connected the physical and digital worlds, driving engagement and making it easy for recipients to act on the offer
  
  
• The value of creativity: The design and messaging reinforced our belief that standing out visually is essential in today's marketing landscape
  

   

  Conclusion

  Here at Stannp, we constantly advocate for the power of direct mail. This time, we turned the spotlight onto ourselves, and proved, beyond a doubt, that it works. This campaign is beyond metrics, it's about practicing what we preach, showing that direct mail remains one of the most effective tools for cutting through the noise and driving real business results. 
  
  We're proud to not only use our platform ourselves, but also to share what works with our customers. We're excited to help our customers replicate this kind of success in their own campaigns!