Discount Store Direct Mail Success Story

Discount Store Direct Mail Success Story

Customer Objective

A discount store client with over 650 locations was looking for a cost-effective solution from current solo program to promote their grand opening pharmacy stores.

Campaign Strategy

  • Use client’s customer database to find look-alike households for targeting and to tailor varied consumer messages

  • Segment households based on current and potential customers

  • Mail Mspark’s Impact Image Postcard with personalization

  • Offer store gift cards to potential customers for transferring prescriptions and reward current customers to promote loyalty

  • Establish a mailing frequency to announce the grand opening in advance, announce the day of the opening and continue to mail after the opening to mailing customer interest

Campaign Results

0%
Redemption for current customers
0%
Redemption for new customers
$0
Almost $5 in sales for every $1 spent on advertising
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Discount Store Industry Trends

  •  57% of Walmart customers responded to an ad in their mailbox in the past 12 months.

  • 59% of Dollar General customers and 61% of Dollar Tree shoppers have responded to an ad/coupon in the mailbox in the past 12 months.

  • 35% of Dollar General shoppers and 37% of Dollar Tree shoppers say the mailbox is the best source for coupons.

  • 61% of Dollar General shoppers and 62% of Dollar Tree shoppers usually read the ads they receive in the mail.

  • Target shoppers’ newspaper advertising response is 64% lower than their response to ads received in the mailbox.

  • Key consumer segments, including Hispanic & African Americans, do not subscribe to or read a newspaper.

  • There are fewer than 30MM paid newspaper subscribers, less than a fifth of all U.S. households.

Source: AdMall Audience SCAN 2020

Discount Store Industry Trends

  •  57% of Walmart customers responded to an ad in their mailbox in the past 12 months.

  • 59% of Dollar General customers and 61% of Dollar Tree shoppers have responded to an ad/coupon in the mailbox in the past 12 months.

  • 35% of Dollar General shoppers and 37% of Dollar Tree shoppers say the mailbox is the best source for coupons.

  • 61% of Dollar General shoppers and 62% of Dollar Tree shoppers usually read the ads they receive in the mail.

  • Target shoppers’ newspaper advertising response is 64% lower than their response to ads received in the mailbox.

  •  Key consumer segments, including Hispanic & African Americans, do not subscribe to or read a newspaper.

  • There are fewer than 30MM paid newspaper subscribers, less than a fifth of all U.S. households.

Source: AdMall AudienceSCAN 2020

Discount Store Advertising Opportunities with Direct Mail

Ads in the mailbox offer a great way to promote awareness of your business and highlight your services and products while targeting your best potential customers.

  • Creates awareness in the marketplace

  • Drives customer traffic

  • Generates sales/profitable revenue

  • Builds brand consideration

  • Measures response & return on investment

  • Mail readership up 69% since March 2020

  • 79% of consumers look forward to checking their mailbox each day

  • 45% of consumers make purchasing decisions from offers they receive in the mailbox

  • 66% of consumers visited a retailer’s website after receiving a print ad

  • Response rates increase by 30% when direct mail is paired with digital targeting

Sources: USPS Consumer Mail Moments Spring 2020, Summit Research

How Do I Find My Best Discount Store Customers?

Our Consumer Analytics team are highly skilled in the science of micromarketing. What does that mean? Micromarketing is another way of saying that we develop a marketing strategy in which your direct mail advertising efforts are focused on a small group of highly-targeted customers. This gives your message the best chance possible to be seen by the right customers at the right time.

  • Engage consumers and grow your market share by reaching the correct marketplace. Our approach to finding the right audience combines behavioral data with consumer expenditures and consumer demographics.
  • Increase the efficiency of your buy by using our unique Carrier Route targeting.
  • Eliminate the complicated buys from 298 newspapers & their hand thrown TMCs
  • The majority of TMCs are hand thrown, making your valuable message susceptible to destruction due to weather and other unavoidable factors like misplaced throws that land in ditches or culverts.

Mspark is the ONLY shared mailed provider that offers Carrier Route or “Hyper Targeting” to increase the efficiency of your buy by zeroing in on the precise neighborhoods where your shoppers live. Carrier Route targeting eliminates the waste found with full zips and split zips. Furthermore, it reduces circulation, which in turn reduces your overall cost while reaching the RIGHT consumers by neighborhood.

Do You Have Any Questions About How Direct Mail Can Grow Your Business?

If you have any questions about how direct mail can grow your business, we would be happy to answer them. You can call us at 877-620-6283 or select GET STARTED TODAY to fill out our form.

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