How a Holiday Accomodation Business Used Direct Mail to Achieve a 143% Conversion Boost

Stannp.com successfully assisted Woolacombe Bay Holiday Parks, a premier holiday destination in North Devon, in enhancing customer engagement through personalised direct mail campaigns. Woolacombe Bay sought to re-engage past visitors and encourage new bookings by delivering tailored offers and reminders at key moments in the customer journey. Through leveraging Stannp's expertise in automation and personalisation, the holiday park achieved significant increases in customer reactivation and booking conversions. 

Client Background

Woolacombe Bay Holiday Parks is a collection of award-winning holiday parks, offering a range of accomodations and facilities in stunning coastal locations. Their goal is to provide memorable experiences for families, couples, and groups looking for a relaxing getaway by the sea. 

The Challenge

The holiday park had previously used another direct mail company to print bulk mail over five years ago, while also handling smaller in-house mailings. However, they wanted a more efficient and cost-effective way to personalise their direct mail campaigns and seamlessly integrate them with their wider marketing strategy. 

The Solution

After being introduced to Stannp, Woolacombe Bay Holiday Parks trialled the platform and quickly recognised the benefits for themselves. They fully integrated Stannp with Bloomreach, allowing them to automate and personalise their direct mail campaigns effortlessly. 

Stannp proved to be a cost-effective solution, providing bulk personalisation at a lower cost than in-house printing. The seamless integration with Bloomreach enabled automated campaigns through a webhook, reducing the need for manual intervention. The company utilised Photoshop to design the front of their postcards, while Stannp's design tool made it easy to personalise the back. Additionally, the platform's advanced targeting tools, such as address verification and radius search, helped them reach the right audience effectively. 

The Results 

• Higher conversion rates: Direct mail achieved an 8% higher conversion rate compared to email alone. When combined with email, conversion rates increased by 143%
• Customer reactivation success: Direct mail proved to be the best-performing channel for bringing back customers who have previously booked holidays 
• Cost-effective: Automating and outsourcing the direct mail process streamlined operations, reducing manual effort and freeing up time for the team to work on tasks
• Abandoned cart campaigns: Postcards were particularly effective for engaging customers who had searched for holidays or left bookings in their cart but hadn't yet completed the purchase 
• Seamless integration: By integrating direct mail with email, social media, SMS, and other digital channels, Woolacombe Bay Holiday Parks has doubled engagement across their marketing efforts 
  
  

Looking Ahead...

With the strong performance of their direct mail campaigns, Woolacombe Bay Holiday Parks remains committed to using Stannp as a key marketing tool. The automation and personalisation capabilities have transformed their approach, allowing for targeted, daily communications with minimal effort. 

"Stannp is part of our strategy to send the right message to the right customer at the right time and in the right way. Once our campaigns are set up and linked to our marketing platform, direct mail is automated. Instead of big campaigns, we send personalised content daily - and then sit back and watch the sales come in!"

Kevin Darvill, Sales & Marketing Director