Question
For Black Friday, Cabau Lifestyle wanted to reactivate dormant customers and attract new ones via a lookalike target audience. The direct mail had to align seamlessly with the (online) brand experience.
Target
The goal of the direct mail campaign was to prompt recipients to take action in a striking way and thereby increase conversion during the Black Friday period.
Approach
We sent an A5 card in a printed C5 envelope, featuring a personalized stamp and entirely in the style of Cabau Lifestyle. Inactive customers received a personalized mailing with their name, while the lookalike target group received a generic version. Both mailings contained a QR code that took the recipient directly to the Cabau Lifestyle website. In this way, offline attention was directly converted into online engagement. The approach proved effective: 25.9% of the inactive loyalists scanned the QR code. Among the lookalikes, this was 11.4%. Ultimately, this resulted in conversion: 6.7% of all recipients placed an order.
About the project
During Black Friday, Cabau Lifestyle opted for a reactivation campaign via Direct Mail. The Direct Mail aligned seamlessly with the online marketing campaign, reinforcing the message. Through personalization, a recognizable corporate identity, and a clear call-to-action via a QR code, the bridge between offline and online was built. A powerful example of how Direct Mail occupies a strategic place within a broader marketing mix.
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