KlasJet
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View Full StudyTo boost Black Friday sales, Sealskinz launched a targeted direct mail campaign aimed at re-engaging 10,000 lapsed customers whom they couldn’t reach via email. With a visually striking postcard and a compelling offer, the campaign delivered 236 incremental orders and a £3 return on actual spend (ROAS), clear evidence that print can drive measurable results when digital channels are saturated.
THE PROJECT
With Black Friday being one of the most competitive dates in the retail calendar, Sealskinz came to us wanting to maximise sales by reaching lapsed or uncontactable customers via direct mail. The team launched a 2pp postcard campaign during Black Friday week, designed to drive urgency and conversions with a promotional coupon code.
The objective was clear: increase sales by targeting customers who couldn’t be reached via email.
THE CREATIVE
The campaign was executed as a 2pp postcard, with a bold Black Friday design and a clear promotional offer. With clear messaging, a strong visual hierarchy, and an integrated QR code for seamless online access, the creative was designed for both brand impact and ease of conversion.
THE OUTCOME
The campaign delivered a clear and measurable uplift:
236 incremental orders
£3 of incremental ROAS
By mailing 10,000 lapsed customers and comparing performance against a control group of the same size, the campaign clearly demonstrated the incremental value of direct mail. This test not only proved the impact of direct mail on offline audiences but also opened the door to further optimisation and scaling opportunities for peak periods.
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