Our client challenges traditional over-the-counter sales with their bespoke vitamin and nutrition packs. Transforming the health and vitamin industry, our client offers tailor-made vitamins delivered to their consumers every month using our delivery services.
• Navigating Brexit effectively
• Delivering products globally at a service and cost level that suited them
The client trusted MHI, our services and expertise in order to switch the entirety of their EU volumes to us during a turbulent time. We were able to blend our service and platform offering to suit the client, using elements from each to create the perfect solution.
The client is a Pan European multi-brand online retailer in the health & nutrition industry, who were seeking to drive traffic to their bespoke app & increase online sales through the reactivation of their lapsed customers.
With the client finding it increasingly difficult to reach existing customers through email & targeted ads, they sought a new means of re-engaging with their extensive bank of lapsed customers.
The emergence of email fatigue, GDPR compliance & data mistrust was leading to an increased cost-per-acquisition (CPA) & reduced Return on Ad Spend for their digital channels.
GDPR Compliance: Customer who “opt-out” can no longer be communicated with by digital
Email Fatigue: 76% of consumers claim they receive too many emails
Data Mistrust: Consumers are wary of the way retailers are targeting them online. Whilst the product purchase & app download would still need to be made on a digital platform, they required a more direct, trusted means of marketing to get the customer there.
MHI identified that direct mail—a simple postcard or letter—mitigated customer’s mistrust of email, digital advertisements & GDPR compliance worries. Therefore, using our industry-leading mailing expertise we created an A6 postcard campaign for the client, which was sent out to over 200,000 addresses, in five European countries.
Both the digital print, finishing & mailing took place in-house, utilising our award-winning carrier network to provide an optimised service for the client, based on cost & service. MHI’s data processing capabilities also ensured the client’s address data was in the best form to improve deliverability & ROAS.
The innovation was a great success, leading to a 46% uplift in the download of their bespoke app and an uplift of 3 percentage points in returning customers. As a result, the client committed to another 14 countries for the Mail-to-Digital solution. In addition, the client began to use a bespoke platform made for them by MHI to handle annual parcel volumes, working off the back of their automated address data feed.
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