The most engaging direct mail campaigns inspire their audience to get involved in some way; one great example is the DMA Award-winning ‘Let’s Get Gardening’ campaign by British retailer Homebase.
Spring is an important time of year for garden retailers like Homebase, which generates half of its revenue during the season. ‘Let’s Get Gardening’ targeted 500,000 customers, aiming to engage them early enough to build loyalty throughout Spring.
33% more visitors on the website and £866,000 increased revenue
Aiming to inspire and motivate recipients, Homebase created a multi-layered direct mail piece containing a garden planner, special offers, and handy hints and tips. The DM was supported by a survey, a dedicated site, and follow-up marketing to encourage recipients to carry on gardening. To keep the momentum of the campaign going, the special offers were valid throughout Spring, encouraging greater loyalty to Homebase.
The results were fantastic: 81.7% of the recipients got gardening, visiting Homebase 33% more often and spending £110 on average (which amounted to £866,000 of incremental revenue).
‘Let’s Get Gardening’ also brought customers back to Homebase for other projects, such as decorating and home improvement, demonstrating the long-term value of the campaign.
Homebase’s campaign won the Silver Award for ‘Best Use of Direct Mail’ at the DMA Awards, which shows that combining a positive message with a carefully considered mail piece really can pay off.
©picture: Homebase and MRM Meteorite