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Time is of the essence: Trutex’s Direct Mail Campaign to Re-engage Lapsed Customers at Peak Time

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Trutex, a leading UK school uniform provider, set out to re-engage customers who hadn’t purchased in over two years but were preparing for the new academic year. Using data-driven segmentation, the audience was split into girls, boys, and mixed categories, each receiving tailored, eye-tracked creative at the optimal time in the buying cycle. The campaign exceeded expectations, achieving a 10.34% response rate, (8% above the industry benchmark) and an impressive ROI of 11.6.

THE PROJECT

Trutex approached us to re-engage customers who had not purchased in over two years but were likely to need school uniforms for the upcoming academic year. The objective was to reconnect with these lapsed customers and drive repeat purchases. The timing of the land date was crucial, as we needed to send it at an optimal time for parents to be looking to purchase school uniforms.

THE DATA INSIGHT

Using lapsed customer data (+2 years), we segmented the audience into three groups: girls, boys, and mixed. This segmentation allowed for a more personalised approach, ensuring the messaging and creative resonated with each audience.

THE CREATIVE

For each segment, we developed tailored creatives, including imagery and messaging specific to girls, boys, and mixed uniforms. The creative was optimised using eye-tracking insights and best-practice principles to maximise engagement and response.

THE OUTCOME

Overall, the back-to-school campaign achieved great results and exceeded forecasts:

10.34% response rate (8% above industry benchmark for lapsed customers
ROI of 11.6

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