A story of JD Williams and triggered mail
Written by Alistair Ezzy
People are so sceptical that if something isn’t super-fast it won’t work.
Take abandoned baskets. The common thinking is to send an email. That is the most effective way to get people to check out, right?
Supported by Royal Mail MarketReach, a couple of our clients took up our challenge to AB test ‘triggered email’ versus ‘triggered mail’ (post through the letterbox), and the results astounded them.
JD Williams is just one example. They were keen to see how an offline communication could support their digital channels.
Our approach was to follow-up people who had not responded to an (otherwise successful) email campaign. These people were sent a highly personalised mailing – within a week of abandoning the basket. That is key - time still matters.
The mailing piece reminded them of what they’d left behind. We personalised the printed item further by showing ‘most browsed’ product categories, gleaned from their online behavioural data and made it work even harder for JD Williams with a cross-departmental push. In this case, homewares.
We knew we’d see great results, but were thrilled to see a 14% increase in abandoned baskets using trigger mail. We saw a 6% increase in response rates, and an 8% increase in average item value. The average order value – at £104 – was the same as the email campaign responders.
For JD Williams, where email failed - mail worked. It engaged people who didn’t respond to their email prompts. Just think of the revenue they’d have lost if they relied on email only.
We’re not alone in seeing mail ROI go up. Research published in Print Week, shows that 500 million more pieces of direct mail are being opened and read annually compared with 2013. And that’s because of all the things we at Go Inspire Solutions do properly: ensure mail is targeted, relevant and high quality.
If your abandoned basket email isn’t working as well as it should – try ‘triggered mail’. I know you’ll be amazed by the results.