Stannp successfully assisted Mercury Theatre Ltd, a performance theatre located in Colchester, in embracing customer engagement through targeted direct mail. They sought an efficient way to retain existing customers and boost conversions. By leveraging Stannp's intuitive dashboard, scheduling tools, and address verification capabilities, Mercury Theatre seamlessly integrated direct mail into their marketing mix. This strategic approach resulted in improved customer retention and significant growth in completed bookings.
Client Background
Mercury Theatre, a renowned cultural hub, uses our direct mail platform to engage with its audience, promote upcoming shows, and drive fundraising efforts. The theatre sought an easy-to-use and effective solution for its marketing campaigns, and Stannp's platform proved to be the perfect fit.
The Challenge
Before partnering with Stannp, Mercury Theatre had used direct mail in the past but had not revisited it in recent years. The main objectives of their campaigns were to increase awareness of upcoming performances, re-engage past attendees and attract new audiences, drive ticket sales through exclusive offers, and support fundraising efforts such as the "Big Give Campaign".
The Solution
The Mercury Theatre team was drawn to Stannp due to its user-friendly platform, which allows for seamless campaign execution across different marketing levels. Key features that stood out included:
- Easy design uploads: Simplified creative processes for eye-catching mailers
- Advanced address verification: Ensured accurate and targeted mailings
- Data integration: Enabled seamless connection with customer lists and marketing channels
With Stannp's intuitive dashboard and scheduling tools, Mercury Theatre streamlined their direct mail campaigns, ensuring timely and relevant outreach to their audience.
The Results
Mercury Theatre's data-driven direct mail strategy delivered impressive results:
- 7.2% conversion rate: Customers booked through an exclusive direct mail offer during the 'Midsummer' campaign
- Successful fundraising: Targeted mailings to top donors drove significant contributions to their 'Big Give Campaign'
- Enhanced engagement: Use of trackable QR codes provided valuable insights into audience response
Looking Ahead...
Direct mail will remain a core component of Mercury Theatre's marketing strategy. Upcoming campaigns for productions such as 'The 39 Steps' and 'The Di Vinci Code' are already in motion, with plans to explore new formats like folded letters and greeting cards to enhance readability and engagement.
"Stannp is an integral part of our marketing campaigns at Mercury Theatre. Their easy-to-use platform allows us to create eye-catching, targeted mailers that help us reach our audience in a fun and creative way"
Bea Maynard, Marketing Officer
Mercury Theatre's experience demonstrates the effectiveness of direct mail in audience engagement, fundraising, and ticket sales, reinforcing its value in a multi-channel marketing strategy.
