Direct Mail for Bother
Household delivery service Bother offers next day, slot free delivery on household items that don’t need refrigerating. With the average UK household spending 18.3hrs a month grocery shopping; Bother spotted a gap in the market for a service that took less time, cost less money and had far less impact on the environment. Bother are all about making shopping easy for their customers and position themselves as a useful, additional service for shoppers. There’s no subscription or membership fees and no minimum order either – they Bother so their customers don’t have to!
Our project management experts have been working with the Bother team for the last three years. We’ve produced merchandise including branded tote bags, created Christmas cards, leaflets for in box marketing, and much more.
With digital at the forefront of today’s society, Bother achieved brand awareness and initial growth through social media before quickly recognising that they needed to utilise other channels like Direct Mail to meet their targets.
Pureprint’s approach to Direct Mail is focused around gaining a comprehensive understanding, not only of our clients offering or product, but by a detailed insight into their data. This allows us to ensure that they are continually delivering the right message, at the right time, to the right person.
After testing Direct Mail, Door Drop and Partially Addressed mailings and seeing the positive impact it could have, we worked alongside Marketreach to fine tune and develop a test and learn strategy before rolling it out nationally.
The starting point was to profile Bother’s active customer base against geo-demographics to understand which were most predictive. The data was overlaid with MOSIAC profiles and customer penetration to build a customer propensity model which identified suitable marketing sectors. Door Drops were identified as the most cost-effective method to achieve the awareness, response and brand growth that Bother had in mind to acquire new customers.
The first A5 Door Drop was sent to 2 million UK households and included a ‘£25 off your first shop’ voucher as well as a QR code for customers to download the Bother app. App downloads increased by 1132% compared to the week prior and each successive Door Drop has delivered at least a 500% increase in app users.
We also rolled out a monthly reactivation mailing to target higher value customers that had a propensity to lapse, using discounts to incentivise further purchases. This proved successful, with reactivation in excess of 12% from this segment of customers.
Alongside providing targeting and creative advice throughout, the Pureprint team were responsible for the overall project management and production of the campaign, ensuring timings were met and the Door Drop output was of the highest standard.
“Working with the Bother Team has been great, they are experienced marketers with clear objectives. To acquire loyal new customers that will facilitate significant growth of the Bother brand at a specific CPA. Together Bother, Pureprint and Marketreach have collaborated, introduced a best practice approach to Door to Door communications and accessed Royal Mail incentives for Growth, all of which have contributed to the success and ongoing roll out of campaigns.” – Matt Rees, Business Development Director at Pureprint.