A segment of lapsed customers was identified by Mindful Chef’s internal CRM team as a potential group that could be re-engaged and re-activated. Whilst the client would take responsibility for engaging this group themselves through Email and SMS, Prospect Knight was brought in to execute the Direct Mail for this campaign.
This campaign consisted of sending the lapsed customer segment a series of SMS, Emails (of which were handled by Mindful Chef) and Direct Mail.
So that creative, messaging and offers across all three channels could be tailored to the receiver, the audience was further segmented into 4 sub-groups based on data for portion size per meal and food preferences.
The Direct Mailing consisted of a 4pp A5 brochure inserted into a branded addressed envelope. Because of the 4 sub-groups there were numerous variable elements of the artwork.
*The meals and offers advertised alternated depending on the segment as shown in the image below.
3% of customers were won-back