Founded in London in 2000, Jackson's offers a vast range of art materials to artists from all over the world. With direct mail being a relatively untested marketing channel for the brand, Jackson’s wanted to see how well it would work in comparison to their existing Digital channels, especially as the response rates for Email campaigns were on the decline.
The test segment included customers opted in to email communications, as well as customers who were opted out and otherwise unreachable.
It's been a nice surprise that it’s created so much business for us, performing much stronger than our email in this instance. We'll definitely look to incorporate DM into our regular marketing mix.
Jonny Macfarlane - Email Marketing Lead
The Zap campaign not only greatly outperformed the parallel email campaign, but also managed to land Jackson’s a healthy 4.57 X Return on Advertising Spend. Remarkable given that half of the recipients were otherwise uncontactable.
Henri Matisse once said that “Creativity takes courage.” By trying something new with this Zap campaign, Jackson’s now have another medium they can use going forward to strengthen the relationships they have with their customers, improving customer retention and engagement.
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