Optimising a Mailing Campaign: How Pavers Saved £170k and Reduced CO2

Client

Pavers

Services

Mail

Sectors

Retail

A man stands on a rock overlooking a sea coastline in his Pavers shoes, an image used in Paver's print mail marketing campaign with Webmart

Overview

Pavers, the leading shoe retailer, approached Webmart to optimise their mailing campaigns. With a successful catalogue strategy already in place, they needed to reduce costs and enhance sustainability without compromising ROI.

Using Webmart’s expertise in print and postage optimisation, we helped Pavers save an impressive £170,000 annually while cutting their environmental impact by over 30 tonnes of CO2e. This partnership not only improved efficiency but also aligned with Pavers’ commitment to being a carbon-neutral organisation—the first in their sector.

The Challenge

Pavers had an established and successful mailing calendar, with regular catalogue campaigns delivering strong growth, customer retention, and acquisition. However, they wanted to take things further by:

Reducing costs: With economic pressures mounting, finding cost savings was a key focus.
Enhancing sustainability: As a trailblazer in achieving carbon neutrality, Pavers aimed to extend their sustainability efforts to their marketing campaigns.

The challenge was to identify meaningful cost reductions and environmental benefits without impacting the strong ROI from their existing campaigns.

The Solution

Webmart conducted a detailed analysis of Pavers’ mailing campaigns, focusing on:

Print Specifications: We re-engineered the mailing format to use more cost-effective materials without sacrificing quality.
Postage Optimisation: By qualifying for more efficient postage rates and securing postage incentives, we reduced mailing costs significantly.
A/B Testing: We tested different formats and specifications to determine the most effective combination for cost and ROI.
Sustainability Integration: Using our Calculate, Mitigate, Offset, Communicate process, we worked with Pavers to measure and reduce the carbon footprint of their campaigns while achieving twice-offset carbon neutrality.

What our client said

We are really aware that a lot of people in the business wanted to see us work harder to protect the environment. Being the first large shoe retailer in the country to achieve carbon neutrality was exciting not only for me personally but to so many of our colleagues in the business. I feel strongly that we must continue with our quest to continue to support the environment in as many ways we can as a business.

The Results

The collaboration between Pavers and Webmart delivered outstanding results:

£170,000 Savings

Of cost savings were made annually without compromising ROI.

30 tonnes of co2e

Offset, reducing the environmental impact of the mailing campaign.

Brand Reputation

Enhanced brand reputation, aligning marketing efforts with Pavers’ sustainability goals.

Award recognition

Our innovative work with Pavers was recognised industry-wide, earning a shortlist spot for an SMP (Strategic Mailing Partnership) award in 2021.

Looking Ahead

Webmart’s expertise in mailing campaign optimisation continues to deliver measurable results for Pavers and other leading brands. If you’re ready to achieve cost savings and environmental benefits in your campaigns, get in touch with Webmart today.