ROI of 16:1
across the Black Friday campaign period
RESULTS RESULTS RESULTS RESULTS RESULTS RESULTS RESULTS RESULTS RESULTS RESULTS RESULTS RESULTS
1.93% RR
PAM Black Friday campaigns had a response rate of 1.93% up from a previous average of 1.33%
Challenge:
Connexin, who provide broadband to Hull and surrounding areas, were looking for a direct mail partner to help shape their ongoing mailing strategy, support their creative team with DM specialist executions and build a more robust tracking of results. Up until now, DM campaigns had just been a straight adaptation of concepts from the digital campaigns that didn’t capitalise on the unique creative opportunities that mail offers.
Campaign:
By engaging Dragonfly earlier in the creative process with the in-house Connexin Marketing Team, it meant we could demonstrate how we can tailor creative for different mailers. We assisted Connexin by adapting and maximising the creative on both door drop and partially addressed mail pieces.
For the big ‘Black Friday’ campaign in November 2024, we kept the creative fresh and engaging by creating four different formats, delivered in subsequent weeks. We aligned them to the original creative concept whilst telling a story and building momentum to the final deadline date.
Dragonfly’s in-house production team worked hard to ensure the most cost effective and sustainable options were presented. We also introduced unique telephone numbers and UTM tracking on QR codes, so that additional levels of reporting were available and greater insights unlocked. All of this together ensured Connexin that we were pushing to create standout mailers that would have high impact with the end customer and drive sales.