Boho Betty’s Transforming Direct Mail Campaigns with Sweet X ZAP~POST

Boho Betty, a stylish jewellery brand, has been enticing customers with its unique designs and charitable ethos since 2010. Founded by Rebecca "Betty" Middleton, the company sells handmade jewelry inspired by Middleton's travels and experiences around the world. Boho Betty has staked a loyal customer base through their designs and company values: donating a percentage of each sale to charities like Future Dreams, Little Lifts, and Act Of Kindness. Despite cultivating a devoted clientele, the Boho Betty team was challenged in effectively engaging their audience and driving repeat purchases.

Enter Sweet Analytics X ZAP~POST…

Sweet Analytics provided precise audience segmentation and targeting capabilities through its Audience Builder tool, which allowed Boho Betty to transform raw transactional data into strategic and nuanced customer personas. This allowed campaigns of personalised marketing communications precisely mapped to individual purchasing behaviours, engagement patterns, and potential Lifetime Value.

Boho then created segmented version designs each with their own unique creatives within the ZAP~POST Platform, and then utilised the data from Sweet to create a really personalised and super engaging Direct Mail campaign. They used the built in personalisation and QR code wizard within the platform enabling them to track recipient scans to feedback into Sweet and Klaviyo.  They knew exactly when the Direct Mail landed with customers and so were able to measure the success of the campaigns and integrate with their digital marketing efforts.

...Sweet Analytics and ZAP~POST transformed how we approach direct marketing. Their data-driven insights and innovative ZAPs enabled us to reach our audience with precision and drive tangible results. We’re thrilled with the outcome and excited to continue leveraging their expertise.

The Approach

Streamlined Production: ZAPs were quicker and easier to create, enabling Boho Betty to launch campaigns more frequently.

Cost Efficiency: ZAPs reduced production and mailing costs without compromising the impact of a tactile, physical product.

Data-Driven Targeting: Sweet’s audience builder tool allowed precise segmentation, ensuring ZAPs reached the right customers with the right message.

Campaign Goals

• Drive website traffic and encourage online purchases.

• Re-engage lapsed customers.

• Boost overall response rates with personalised messaging and offers.