Direct Marketing | Direct Mail Case Study - Zenith Staybrite Home Improvements

Direct Mail

The Challenge

Zenith was set up in 1969 and was incorporated with the Bowater group in 1987 and began trading as Zenith Staybrite. It is now established as one of the top 3 UK home improvement companies installing their products in over 30,000 customers properties annually.

The objective was to help Zenith Staybrite establish direct mail as an alternative channel to outbound telemarketing, which delivered 65% of all sales but was experiencing a 20% year on year decline, for generating profitable business.

The Solution

Previous test campaigns had used survey data from consumers who were considering purchasing home improvements.

As the telesales team were generating 40% of all sales from the customer database we proposed:

  • Mailing only the customer database
  • Excluding customers who had purchased in the last 3 months as they were being aggressively tele-canvassed
  • Positive selection of customers who had asked to be removed from Zenith Staybrite's tele-canvassing database and/or were on TPS

We carried out a data analysis of the customer database to create a pen portrait of the typical purchaser to help in conceptual and proposition development.

The Results

  • 1.7% response rate 70% above target
  • £24 cost per response - against target of £42
  • 22% conversion response to sale conversion rate - on target
  • Sales 70% above target
  • £112 cost per sale - against target of £191 (and previous history of £980!)

We proved that Zenith Staybrite could use direct mail to generate profitable business from existing customers. It is now being used as an efficient method of contacting TPS registered customers, a previously untapped segment, who could not be canvassed via outbound telemarketing

Our Work