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Repositionable Notes - Fingerhut Direct Marketing Inc. | |
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Securing new accounts and boosting sales using Repositionable Notes |
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WHO: Fingerhut Direct Marketing Inc. WHAT: Fingerhut, a mail order catalog company based in Minnesota, decided to be the first national customer to test Repositionable Notes (RPNs) on flat-size mailpieces by participating in the launch of the Postal Service’s one year provisional service test to allow broader use of Repositionable Notes on mail for a price. “The notes should extend the lifespan of the message, creating a lasting opportunity for Fingerhut to connect with a potential customer,” says Mike Sidders, director of e-commerce and new customer acquisition for Fingerhut. “As a direct marketer, you look to mitigate as much of the costs as you can, but also as direct marketers, we’re inherently testers, and if the gains more than compensate [for] the cost of a piece, we should use it,” he said. Fingerhut hoped to acquire new customers and increase orders by using RPNs on its Direct Mail pieces. “We expect Repositionable Notes to stick with the customer, long after the mailpiece is gone,” said Sidders. In a national 750,000-piece mailing, Fingerhut mailed 200,000 catalogs, half urging customers,”Order Today! Don’t let this be your Last Catalog,” while the other half were personalized with the recipient’s name and offered a free gift with any order. “RPNs appear to be a great new program for mailers, which will help them get that needed impact and differentiation in the mail box,” said Sidders. RESULTS: The RPN created an initial spike in orders, and the “Last Catalog” RPN produced about 5x the response as the softer personalized message. “The increase in sales definitely offset the cost of producing the RPN,” said Sidders. “And, Fingerhut is strongly considering testing RPNs again in future campaigns to test other variations of customer retention and acquisition methods.” |
