Swoon

Focusing on quality not quantity delivered results to Swoon
Swoon Brochure Photos

Background

Swoon is a UK design-led online brand with a mission to create distinctive furniture designs that last for generations and sell at affordable prices.

In 2020, during the height of the Covid-19 lockdown when spending on household goods skyrocketed, Swoon needed a new approach to acquiring customers. Swoon’s print agency Mailbird had used JICMAIL to conduct pre-campaign analysis that confirmed mail’s potential to engage the Swoon target audience.

Solution

With confidence in the channel, Swoon instructed Mailbird to find their hottest prospects. Mailbird’s strategy was ‘quality rather than quantity’ – they focused on highest quality look-a-like data and not volume.

Starting with Swoon’s existing market segments, Mailbird set out to accurately pinpoint prospects more likely to respond. Advanced profiling techniques, statistical modelling and insight analytics were used to identify 25,000 affluent prospects who should be the first to receive Swoon’s high quality, 32-page A5 catalogue.

Results

Swoon’s first mailing smashed expectations more than doubling the results predicted by the bespoke JICMAIL data analysis. The highly targeted catalogue delivered a 2.1% response rate and a return-on-advertising spend of more than 22. This resulted in new revenue of more than £300,000 with many product lines selling out.

The results of the campaign have led Swoon to make mail a firm part of its ongoing marketing strategy.

Source: SMP Awards

Keep up to date

Join the thousands of subscribers experiencing the magic of mail. Get creative inspiration, latest innovations, thought leadership and free resources delivered to your inbox monthly.

You must provide your first name
You must provide your last name

Royal Mail Group would like to keep in touch with you by email about our products, services and offers that might interest you. Please indicate your consent by subscribing below.

You can withdraw your consent at any time. For more details about this and how we handle your data, please read our Privacy Policy Privacy Policy.