How ME+EM Boosted ROAS with Targeted Direct Mail
ME+EM is a luxury fashion brand that specializes in high-quality women’s clothing and accessories. They offer a range of stylish and versatile items, including dresses, tops, pants, sweaters, jackets, and footwear. ME+EM also emphasizes sustainability in its practices, ensuring that many of their materials are responsibly sourced.
“We looked for an experienced partner to guide our efforts, but there really aren’t companies like this in the UK.”
Challenge
Founded in 2009 in the UK, ME+EM disrupted the luxury womenswear market with its DTC business model and commitment to quality and sustainability.
When the company expanded into the U.S. market, it built awareness via a robust digital marketing program paired with monthly catalog drops highlighting ME+EM’s latest collections.
According to Beth Duckett, ME+EM’s Head of CRM, the company saw strong results with targeted email communications based on U.S. consumer behavior. She explains, “When we sent out triggered communications via email, we were seeing a definite uplift and wanted to test out the same approach in the direct mail space.
“We looked for an experienced partner to guide our efforts, but there really aren’t companies like this in the UK.”
Solution
ME+EM was referred to LS Direct, which put together a plan to support the brand’s catalog drops with Boomerang direct®, its intent-based postal retargeting solution.
Via Boomerang direct®, ME+EM drops oversized direct mail postcards to site visitors most likely to convert. According to Beth, “We launch a collection every month, sometimes two, and the postcard creative is updated in line with the campaign shoot so it’s consistent with the website.”
The consumer response has been immediate. Says Beth, “Our incremental ROAS on these campaigns is through the roof. LS Direct proved that when there’s intent, you can leverage that with a direct mail campaign and we’re really reaping the benefits of that.”
She continues, “Our incremental ROAS on the catalog, for example, is much lower than it is for the Boomerang campaigns. Same for the digital advertising, because you’re not as targeted — you’re just throwing it out into space.”
Customers acquired via direct mail are also more valuable, according to ME+EM. The brand is seeing average order volume increase by 8-10% thus far, with an incremental response rate close to 3%.
Using LS Direct’s SmartDashTM desktop analysis tool, Beth and her team can quickly access and analyze campaign data. “It’s all super easy because results are delivered so clearly. Being able to pull your own results within certain timeframes really helps.”
Moving forward, ME+EM anticipates rolling out additional campaigns focused on retention and reactivation.
“We’ve got a really good partnership with LS Direct. They’re very responsive. They understand the business in terms of the model and the collections and how we need to align the creative. They understand what we want to achieve.
Growth is my focus, and we’re keen to understand where the opportunity lies and that’s been very clearly presented to us. And in general, we’ve been very impressed by that.
We’re just scratching the surface of what we can be doing. With the results we’ve seen so far and the potential of our partnership and where we can grow this, we’re quite excited about the other opportunities available to us through LS Direct.”
Our incremental ROAS on these campaigns is through the roof. LS Direct proved that when there’s intent, you can leverage that with a direct mail campaign and we’re really reaping the benefits of that.
About LS Direct
LS Direct helps brands connected at every stage of the buyer’s journey. Our dynamic marketing technology gives you the ability and speed to send highly personalized, intent-driven programmatic direct mail to convert prospects and website visitors, retain customers and reactivate lapsed buyers.
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