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Launching a new seasonal collection with JoLoves through Direct Mail

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In collaboration with Jo Loves, PSE launched a targeted festive campaign to promote the brand’s Après Ski range. Designed to reengage lapsed customers, boost seasonal sales and drive online traffic, the campaign delivered exceptional results. Achieving a response rate of 5.98% and an incremental ROI of 1.3, the results clearly demonstrated the power of precise audience targeting and strategic planning in delivering measurable, incremental growth.

THE PROJECT

PSE collaborated with Jo Loves to develop a direct mail campaign centred around the brand’s Après Ski collection. The campaign was strategically timed to capitalise on the Christmas trading period and focused on three key objectives: re-engage lapsed customers, drive online traffic and increase seasonal sales.

For this campaign targeting was key. Working with a carefully selected audience, pulled from the strongest segments of the previous year’s customer file and refined to exclude those with a low average order value, an approach which ensured the campaign was tailored to target high-value customers most likely to convert.

THE DATA INSIGHT

While Jo Loves handled the creative execution in-house, PSE played a key strategic and consultancy role throughout the campaign. Our Strategy & Planning team worked closely with our Data department to guide the mailing approach, ensuring the right audience was selected to maximise impact.

PSE also provided post campaign analysis, delivering performance insights and actionable recommendations to inform future direct mail efforts.

THE CREATIVE

The creative for the 6pp One Piece Mailer focused around latest Après Ski Christmas Collection.

Products featured were key to the range offering for Christmas.

We also added a welcome letter from Jo, to engage readers with the brand.

THE OUTCOME

The campaign delivered exceptional results:
– RR of 5.98%
– ROI of 10.5
– Incremental ROI of 1.3

By combining strategic audience selection with a high-value, low-friction offer, the mailing successfully reactivated lapsed customers and drove a significant uplift in seasonal sales.

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