The Kutsam Mailing Campaign
Every six months, all repeat clients receive a bonus statement along with a 3% credit for their purchases in the past six months. In addition, all repeat clients receive direct mailings with client-specific offers, usually for a selected product range.
Which effect does a gender-specific self mailer have?
The revamped bonus mailing was sent as a gender-specific item to repeat clients that had obtained a bonus in the past six months. It was designed as a self mailer for which a response rate increase was expected. The entire volume was divided in three parts and clients reveived items with specific pictures on them
The following variations were used:
… Self mailer for ladies: ladies' fashion only was shown
… Self mailer for gentlemen: gentlemen's fashion only was shown
… Self mailer unisex: both were shown
Target audience: Kutsam repeat clients, divided by selection criteria
Selection: repeat clients with sales volume, divided by gender
The goal was to increase the response rate (bonus redemptions) compared to the spring/summer bonus mail campaign.
... different graphic design variations (gender-specific)
... different kind of mailing campaign (self mailer vs. letter)
The response rate for the fall/winter 2015 bonus mailing campaing increased by 70% compared to the 2015 spring/summer campaign (response rate 2015 fall/autumn: 40.5%, response rate 2015 spring/summer: 23.4%). A remarkable fact was that the "self mailer for ladies" had a response rate of over 55%.
DMVÖ – Dialog Marketing Verband Österreich