Online Smart Direct Marketing Delivers a Boost to Bottom Line Results
Ruby Roubaix Jewelers is a well-established retail jeweler specializing in luxury watches. While they have a loyal top-tier customer base, they need to continually reach new prospects and stay top-of-mind with all customers. They wanted to put together an intelligent, segmented direct mail program they could launch for the holiday season.
Starting the day after Thanksgiving, a week-long “preview” sale was planned specifically for this group, complete with personalized invitations. The top‑tier clientele was profiled to help the jeweler identify characteristics of their ideal customer. The results were used to purchase a data list of similar prospects, who would be most likely to respond to the direct mail campaign.
A postcard announcing the three-week public sale was mailed to three lists: the existing top-tier clientele, the new prospect data list, and the remaining contacts in the jeweler’s database.
One week before the sale ended, another postcard was sent, with graphics and copy that created a sense of urgency. All mailers contained a QR code that linked to the store’s website, along with an offer for the jeweler to pay the sales tax with presentation of the postcard at time of purchase.
The segmented mailings with personalized messaging resulted in a sales revenue increase of 77% over the same four-week period the previous year. The most significant increase was the first week of the public sale, with revenues increasing 192% over the previous year.