And so to supplement the spring and autumn print releases, Finc3 first set up an email that had the look and feel of a personal message. Using a simple, text-only design, the note from CEO Marcus Lehmann is a gentle reminder that the catalog will arrive soon. Within the text, Marcus encourages readers to visit the site with a 25%-off discount code for, let’s say, flower bulbs.
After some buffer time to allow the catalogs to arrive, Garten Schlüter moves on to the meat of the digital-and-analog sandwich: a postcard with a better incentive, this time offering something like 10% off on an order totaling 10€ or more. “The direct mail offers a higher discount in case the first incentive fails to trigger a purchase,” says Janine Hummel, CRM Manager for Finc3.
“Direct mail is, in our opinion, a great way to reach and reactivate customers that are not responding to email anymore,” she continues. “While inboxes are often full of sales messages and people have trouble identifying relevant offers, the physical mailbox is empty (except for regular invoices). We basically send an incentive through a channel that we have no competition on.”
The third stage of the series is another email, this time a snappier, more colorful HTML version, to keep the print edition top of mind and to ask if it had made it to its destination. For this incentive reminder email, the second, meatier incentive code is reused from the postcard.
The result: The agency increased the average order value upwards of 40% (compared to the annual average), lifting the return on investment from the print catalog.
“People were less likely to throw it away without noticing it,” Bjoern says.