Piglet in Bed’s Remarkable Direct Mail Marketing Results

Client

Piglet in Bed

Services

Data

Mail

Sectors

eCommerce

Piglet in Bed campaign image shows a bed made with luxury bed sheets and a tray with a teapot and cup on

Overview

Piglet in Bed, known for their luxurious bedding and homeware, turned to direct mail to diversify their marketing channels and reach high-value customers beyond Meta and Google’s “walled gardens.”

Through a combination of beautifully designed catalogues, data-driven audience targeting, and rigorous performance measurement, Piglet in Bed achieved:

A scalable, sustainable pipeline for future customer growth.

35% higher lifetime value (LTV) compared to digital channels.

25% higher average order value (AOV) over six months.

The Challenge

Piglet in Bed was at a pivotal stage in their growth. They had relied on digital channels like paid search to drive sales but realised they needed to:

Break free from the constraints of Meta and Google’s platforms.
Reach high-value, incremental customers outside their current audience.

Create a new, scalable marketing pipeline that aligned with their brand ethos of sustainability and quality.

The Solution

Webmart partnered with Piglet in Bed to revolutionise their marketing strategy using direct mail.

1. Data-Driven Audience Targeting:
By collaborating with data partners, we created precise lookalike audience models to target potential customers based on actual buying behaviours. We avoided sale periods to test the true potential of direct mail as a channel.

2. Beautiful, Cost-Effective Design:
The catalogues were designed to reflect Piglet in Bed’s premium branding while remaining cost-effective. The tactile experience showcased the brand’s story and full product range, fostering trust and encouraging repeat purchases.

3. Real-Time Performance Tracking:
Piglet in Bed prioritised proof over promises. Using their data warehouse, they ran real-time matchbacks at the name and address level to measure campaign performance accurately.

4. Continuous Testing and Learning:
A/B testing refined key elements, from propensity models to creative details. Highlighting a 90-day free returns policy and showcasing their hero product, bed linen, boosted engagement.

What our client said

It’s not merely about sending catalogues in abundance; it’s about assessing incremental demand and achieving a nuanced understanding of your customers’ behaviours and preferences. Our ultimate measure of success is not just increasing the volume of responses but also enhancing profitability. In the ever-evolving landscape of marketing, we’re focused on persuading potential customers who may not have considered us previously, making it an artful endeavour.

The Results

Piglet in Bed’s direct mail campaign delivered outstanding results:

35% Higher LTV

Higher Lifetime Value compared to digital-only channels.

25% higher AOV

Higher Average Order Value over six months.

New Customers

Significant new customer acquisition with a high propensity for repeat purchases.

The campaign’s impact went beyond direct mail, creating a halo effect that improved performance across other marketing channels. Less than a year in, Piglet in Bed scaled their direct mail campaigns tenfold.

Looking Ahead

This collaboration showcases how direct mail can drive growth for brands seeking to diversify beyond digital channels. For further info on our mailing services, click here. Or if you’re curious about how we can get results like this for you, get in touch.

What our client said

Firstly, the calibre of customers brought in through direct mail campaigns stands out. These customers exhibit a remarkable lifetime value (LTV). But here’s where it gets even more exciting – we’ve witnessed noticeable halo effects that ripple out to other channels. It’s like a domino effect – one success fuels another – the impact of direct mail from a brand perspective means in practice it’s also serving as a first step towards more above the line activity for us.