We have conducted the home mover analysis overlaying Wayfair's transactional data with the residential property market to establish if there is a correlation between the client's brand and the home moving market. The analysis has shown that home movers were worth 37% more than non-mover customers. Following the study, we have rolled out a 12-month pre and post-move direct mail campaign to Wayfair’s customers.
The analysis has shown that home movers were worth 37% more than non-mover customers. Following the study, we have rolled out a 12-month pre and post-move direct mail campaign to Wayfair’s customers.
After the first 6 months of the programme rolling out, we began the optimisation period. This included the AB test for the pre-movers and changes to the creative. The diagram below shows there is an immediate drive to purchase once a direct mail piece lands, sustained for a significant period.
The campaign results
• 2.2 million communications
• £8.4 million revenue
• 1.97% response rate
• ROI of £7.9:1
If you would like to find out how we can help your business achieve results like this, get in touch below.
SUBSCRIBE TO QUARTERLY MARKET UPDATES
The latest data and insight delivered direct to your inbox
Contact OUr Team
© 2024 TwentyCi Limited