Stannp.com collaborated with 5-Star Yorkshire Hotel, The Angel At Hetton, to execute a highly effective direct mail postcard campaign to promote a special offer to their previous customers. The campaign aimed to sell a 3-night package for the months of January, February, and March. By leveraging their advanced database management and mailing services, Stannp.com successfully reached out to a significant number of recipients, resulting in impressive sales and revenue growth.
Campaign Details
The hotel provided a database of 2,700 contacts; Leveraging their powerful internal algorithms, Stannp.com meticulously cleaned and verified the data to ensure accuracy and effectiveness. This crucial step ensured that the campaign reached the intended audience, maximizing the chances of conversion.
For the campaign, Stannp.com chose to dispatch A5 duplex colour postcards printed on high-quality 300gsm paper. This choice of material and design added a touch of professionalism and allure to the promotional message, capturing recipients' attention and generating interest in the offer.
The campaign was carefully timed, with the postcards dispatched on November 1st. Thanks to Stannp.com's efficient mailing services, the postcards landed on recipients' doormats within just two working days, ensuring timely delivery and enhancing the chances of response and engagement.
Cost Analysis
The campaign entailed printing and dispatching 2,700 postcards, with each card costing 41p. The total cost of the campaign, excluding VAT, amounted to £1,107. Stannp.com calculated the break-even point for the campaign to be four sales. Achieving at least four sales would ensure that the revenue generated covered the cost incurred.
Results and Success Metrics
The campaign yielded outstanding results, surpassing expectations and driving substantial revenue growth. A total of 57 sales were achieved, showcasing the effectiveness of the direct mail approach in engaging previous customers and enticing them to take advantage of the special offer. The revenue generated from these sales exceeded £24,000, emphasizing the significant return on investment (ROI) achieved by the campaign.
Client Testimonial
Pascal Watkins, representing The Angel at Hetton, expressed great satisfaction with the campaign's outcome. The response generated by the promotion was so positive that they decided to extend the campaign to an additional 2,500 contacts, whose last stay at the hotel was between 2011 and 2013. Pascal reported that the extended campaign resulted in 57 sales, which are projected to generate gross revenue of £24,000. Pascal was delighted with the results and expressed intentions to continue utilizing Stannp.com's services for future marketing initiatives, such as promoting Christmas menus and more.
Conclusion
Stannp.com's direct mail postcard campaign proved to be a resounding success, showcasing the power and effectiveness of targeted promotional efforts. By leveraging their database management expertise, meticulous data cleaning, and efficient mailing services, Stannp.com enabled The Angel at Hetton to reach out to their previous customers effectively and entice them with a special offer. The campaign's exceptional results, with 57 sales and revenue exceeding £24,000, demonstrated the value of direct mail as a marketing tool. The positive experience reported by Pascal Watkins further highlights Stannp.com's commitment to delivering exceptional service and driving tangible business outcomes for their clients.