Home Improvement Client Drives Record
Response Rates with Data-Driven Direct
Mail and Website
Tagging
Our major home improvement client was able to maximize their direct mail reach and engagement with homeowners who were most likely to convert into customers by leveraging website tagging and Path2Acquisition.
Challenge
Our client, a leading online
retailer of home
improvement products,
wanted to boost customer
acquisition and drive sales
through their direct mail
campaigns. However, they
faced challenges in reaching
the right audience, resulting
in stagnant response rates
and a less-than-ideal return
on their marketing
investment.
Solution
To overcome these challenges, our client partnered with Path2Response to
leverage the power of data-driven audience targeting, enhanced with real-time
website behavior insights.
Path2Response implemented our website tagging technology to capture
valuable browsing data, which was then integrated into their custom audience
model. This allowed them to identify ideal prospects based on:
Purchase history: Past purchases of home improvement products.
Online behavior: Website browsing activity, product views, and search queries.
This approach allowed our client to target their direct mail campaigns with
unprecedented precision, reaching homeowners who were actively interested in their
products and most likely to convert.
Solution
Results
The results of the Path2Response campaign were impressive:
Overall Response Lift between
August and September = 4%
By targeting their mailings to a highly qualified audience,
informed by real-time website behavior, our client
achieved a significant increase in response rates,
demonstrating the eectiveness of data-driven direct
mail strategies.
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