Our client is part of Australia’s premier gambling and entertainment group. An opportunity became apparent to grow revenue by targeting dormant accounts, leveraging on the 2014 FIFA World Cup.
The campaign objective was to reactivate dormant accounts. Historically our client utilised email as their primary marketing channel. However, with this campaign they knew that they needed to really cut-through and engage with lapsed customers to re-activate their accounts.
Direct Mail was selected as the channel to drive the level of engagement needed to hit the ambitious campaign targets. The creative consisted of an A4 variable offer letter printed on Blue Star DIRECT’s High Speed Continuous Colour printer along with a personalised full colour digitally printed ticket with the corresponding offer. 80,000 lapsed customers were mailed.
The DM campaign achieved conversion rates as high as 53.4%, with an average conversion rate of 21% across all five segments. A conversion was measured as a re-activated account. Our clients CRM Campaign Manager says “Blue Star DIRECT provided a brilliant concept for our World Cup Direct Mail campaign within a very short time frame. Though we requested a number of visual and data changes (some at the last minute), Blue Star DIRECT were more than accommodating and ensured any delays were mitigated. The high conversion rate reflected the efforts Blue Star DIRECT put into our campaign.”