⚡ Reasons to Zap: 1) Over 10% conversion rate 2) >1,000% ROAS 3) >20% increase in response when compared to email. See Impact Stories
~The Sweet Smell of Success for Manuka Doctor!
Manuka Doctor is a privately owned company based in Auckland, New Zealand. They are one of the main exporters of genuine Manuka Honey from New Zealand and the Manuka Doctor brand is sold across the world.
Their base in Leicestershire means they can supply customers in the UK easily and quickly via mail order and telephone, plus they also supply the UK’s biggest health-food chain Holland & Barrett.
Manuka Doctor is proud to be a New Zealand owned company that oversees 60,000 individual bee hives in the North and South islands, spanning over 11,000 hectares of land, all owned by their founder.
This means that they can trace every single batch of honey right back to the hive site where it was created.
Whilst they have great website presence and their email marketing via Klaviyo is strong, they were looking for other ways to re-engage their customers and thought about Direct Mail.
They already produced a catalogue and were getting great results from sending these to their more engaged customers, but wanted to see if they could use the same medium to win back lapsing customers.
That’s when they turned on ZAP~POST. Over 4 months they sent a range of campaigns using our postcard options to varying audience segments to test response. They achieved some solid and consistent results.
Using data straight from their CDP platform, Klaviyo, audience varied across the campaigns. The majority of Manuka Doctors customer base are aged over 50, which JICMail highlights as a very responsive demographic for physical Direct Mail, often viewing any relevant communication more than 4 times and keeping in the house for up to 8 days on average.
The Solution
Using ZAP~POST, Matt and his team were able to build and send campaigns easily and quickly, trying differing levels of personalisation using their Klaviyo segmentation.
They even used their Loyalty Lion points data for one campaign to drive extra personalisation and engagement.
Manuka’s more mature audience can be harder to reach via digital channels, their customers love to receive offers in the post and will often call the Manuka telesales team to order, so the Direct Mailers are a great way to drive both online and offline conversion.
...Trying to get people’s attention today is hard. We chose ZAP~POST because they know how to make opening your post feel like an occasion. It’s easy to use, good value and integrates with all our digital platforms.
The Results
The result proved that Direct Mail has a place within Manuka Doctors marketing mix delivering increased response rates, web traffic and bringing back lapsed customers.
The team reported a spike in both web and phone orders as a direct result of the ZAP postcard landing on doormats. In fact, the QR-code tracking embedded into ZAP~POST allowed them to track digital-sales from offline marketing much better than they had before.
The win-back rate from lapsed customers also delivered some impressive sales - with many customers coming back who had not ordered for over a year.
In addition, both discount code participation and Loyalty Point redemptions were also higher from the ZAP than expected.
Manuka Doctor is now looking to use ZAP~POST as an ‘always on’ channel, utilising our Klaviyo integration and sending more campaigns regularly and in an automated way on a bi- weekly basis.
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