We have conducted the home mover analysis overlaying Wayfair's transactional data with the residential property market to establish if there is a correlation between the client's brand and the home moving market. The analysis has shown that home movers were worth 37% more than non-mover customers. Following the study, we have rolled out a 12-month pre and post-move direct mail campaign to Wayfair’s customers.
The analysis has shown that home movers were worth 37% more than non-mover customers. Following the study, we have rolled out a 12-month pre and post-move direct mail campaign to Wayfair’s customers.
After the first 6 months of the programme rolling out, we began the optimisation period. This included the AB test for the pre-movers and changes to the creative. The diagram below shows there is an immediate drive to purchase once a direct mail piece lands, sustained for a significant period.
• 2.2 million communications
• £8.4 million revenue
• 1.97% response rate
• ROI of £7.9:1
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