THE KAREN MILLEN IMPACT STORY
Karen Millen, part of the Boohoo group, wanted to test Direct Mail against their usual digital marketing channels to see if it could compete. With the return of Karen Millen to the brand she founded 20 years ago, they thought this was a great opportunity to give Direct Mail a trial, with such a big message to portray.
....in short the Direct Mail did clearly work better! We’d like to run another campaign as there is obviously great potential with ZAP~POST and Direct Mail for Karen Millen
-Bekky Powell, Senior CRM Manager at Boohoo Group PLC
Using the ZAP~POST portal, various designs were created with the final design implemented above. Taking a trial data sample from their Lapsed and VIP data sets they sent the same creative, call to action and offer to a random selection of customers in those segments to give a real-life test, to both email and Direct Mail. Not one recipient received both, so it was a fair test. A compelling offer or a 30% discount was included with tracking built into the QR code on the ZAP Direct Mailer so a true picture of conversion could be gained. The same offer was given to the customers who only received the email.
ZAP Direct Mail vs. Email, there was a clear winner!
With a 21% increase in response compared to Email and an average order value 7% higher than their typical AOV, it's safe to say that direct mail definitely worked for Karen Millen. The result was a 490% increase in Revenue generated compared to Email and a very impresive 974% ROI for Direct Mail.