KlasJet
We analysed the customer base against historic home movers, and this enabled us to develop a clear strategy to build…
View Full StudyTo drive revenue and re-engage lapsed customers ahead of the Spring/Summer 2025 launch, Karen Millen delivered a targeted direct mail campaign centred around a premium 16pp lookbook. The result? A 2.76% response rate and an ROI of 8.5, clear evidence that direct mail can deliver great results when powered by data and executed with precision.
THE CAMPAIGN
Ahead of the Spring/Summer 2025 launch, Karen Millen approached us with the goal of creating a standout direct mail campaign that would drive sales, increase brand engagement, and re-engage lapsed customers. The vision was to showcase the new collection through a premium, tactile format that would land directly in customers’ homes.
THE DATA INSIGHT
To ensure precise targeting and maximise results, our data team carried out a data cleanse prior to the mailing. This process allowed us to confidently target both active and lapsed customers, selecting high-value segments with the greatest potential for re-engagement and conversion.
THE CREATIVE
The campaign took the form of a 16pp lookbook, and while the creative was led by Karen Millen’s in-house team, we provided consultancy on key print and delivery considerations to ensure optimal performance. This included:
- Advising on QR code placement to drive digital engagement
- Recommending a naked mail format to maximise visual impact and open rates
- Ensuring the print format aligned with direct mail best practices
THE OUTCOME
The campaign delivered excellent results, surpassing our forecast and demonstrating the impact of combining data strategy with tactile print, achieving:
- An ROI of 8.5
- RR% of 2.76%
The results underscore the effectiveness of direct mail in reactivating dormant customers and driving measurable revenue.
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