The Art of the Personal Touch: Monica Vinader with Bloomreach & ZAP~POST

3x ROI vs. paid media during a key sale period

Brand: Monica Vinader

Industry: Luxury Jewellery

MONICA VINADER IMPACT STORY
How the luxury jewellery brand achieved 3x ROI than paid media during key periods.

Some customers simply aren’t reachable through email. Others were once highly engaged but gradually become less responsive to digital marketing. For Monica Vinader, that represented a sizeable opportunity.

The team were seeking “a way to contact a large database who weren’t opted into email and those who had become less engaged with digital channels.”

Direct Mail gave Monica Vinader another route into the customer journey.

But for a channel to earn its place alongside established digital activity, it needed to do more than look beautiful. It needed to integrate with the CRM, use customer data intelligently, scale across campaigns and prove its value. ZAP~POST was built for exactly that...

For Monica Vinader, the seamless integration with Bloomreach was a huge advantage.

This made it easy to automate customer data feeds for both BAU & lifecycle campaigns, while giving the team the ability to report in real-time using the same attribution model as the rest of their marketing channels.

Just as importantly, they could test incrementality. This turned Direct Mail into a measurable extension of their existing CRM activity, rather than a separate, manually-managed channel.

And it didn’t take long for the team to find opportunities to use it. From new product launches and lifecycle flows to gifting, key sale moments and local store activation, Monica Vinader has used ZAP~POST across the board.

The Outcome

3x ROI vs. paid media during a key sale period

Monica Vinader’s Direct Mail campaigns delivered 3x higher ROI than paid media channels across their sale period. The team also saw a very strong incremental conversion rate & AOV uplift in mailed groups versus their control. With Bloomreach & ZAP~POST working seamlessly together, Monica Vinader can assess the impact of the mailed group against customers who weren’t contacted, helping the team understand what Direct Mail is genuinely contributing.

For such a premium brand with multiple marketing channels competing for attention and budget, this evidence is invaluable.

"It’s a great channel to activate when customers are less engaged with other channels or when we want to push local customers into stores or offer something a little more special."

- Emma Williams - Senior CRM Manager

Personalisation is at the heart of the Monica Vinader customer experience. That same level of consideration now extends into their Direct Mail.

One of the biggest advantages for the team has been the number of ways their campaigns can be customised.

ZAP~POST makes it easy to vary formats and artwork, while our integrations mean customer data can be brought directly into the campaign.

The result is highly tailored communication, without multiplying the workload.

"We can activate anywhere between 8–30 versions of artwork without needing design and execution resources."

- Emma Williams - Senior CRM Manager

Different customers can receive different creative, messaging and formats, all while the campaign remains manageable for the team behind it.

From customer segment to print-ready in under 10 minutes

ZAP~POST has removed much of the operational weight traditionally associated with Direct Mail for Monica Vinader. “We can upload a campaign, share the customer segment and sign off print-ready artwork in under 10 minutes.”

And when the team needs support, they’re not left figuring it out alone:

"The team are very responsive and have been invaluable in troubleshooting & sharing best practices."

- Emma Williams - Senior CRM Manager

A physical extension of the CRM

Monica Vinader doesn’t see Direct Mail as a replacement for their digital marketing. Instead, it gives their CRM another way to communicate.

A way to reach customers who aren’t opted into email. To re-engage those becoming less responsive to digital. To create something more special around gifting. To bring local customers into stores. And to make key moments, launches and campaigns feel more personal.

"A powerful platform to unlock and scale revenue from tangible, high-impact mailers that integrate seamlessly with your existing CRM and offer a physical cut through of digital noise."

- Emma Williams - Senior CRM Manager

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