Love is in the air each Valentine’s Day, which provides a unique opportunity for retailers to send a special message to loyal customers. Myer has taken up such an opportunity and spread its love by sending customers a special offer via direct mail.

Method

• Myer leveraged their existing loyalty member database and designed a direct mail post card for 100,000 members, across four different segments. Each card was personalised to the recipient using Valentine’s Day treat imagery to increase impact and engagement. The post card read: “Valentine’s Day is a time for giving – that’s why we’re giving you a little something special. It’s our way of saying thank you for being a customer.” Each recipient was offered a $10 Myer Voucher that was to be redeemed within the following week.

The results

• This campaign received a 75% redemption rate which equates to 75,000 consumers, proving to be highly successful for Myer. The overwhelming number of customers that redeemed their offers at various locations and spent between $10 to $89 per visit shows the value of a targeted, personalised direct mail campaign.

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