"New to the Neighborhood" Direct Mail

The Opportunity: The strategic plan to round up more troops

Roberts Dairy is a full-service dairy that processes and fills more than 900,000 gallons of milk a week. In 2008, Roberts expanded its distribution and in support of these efforts, Envoy recommended implementation of a direct mail coupon strategy to reach customers in areas where Roberts Dairy products were not previously available.

The Operation: Integrated direct mail piece

Envoy created a cost-effective, two-color, two-sided direct mail piece with an appealing message and high-value coupon. The mailer, which focused on Roberts Dairy being “new” to the neighborhood, was distributed to a 1-mile radius around targeted grocery stores. A coupon, for 75 cents off any gallon of milk as well as a call-to-action message, encouraged recipients to visit the website where they would receive additional incentives. The Web link allowed visitors to download even more high-value coupons in the form of the ABC Value Book. Consumers were also encouraged to sign up for Roberts’ e-newsletter, which allowed ongoing communication with these new customers.

Results

• By combining a high-value coupon with an extended offer, Roberts was able to attract new customers and develop a loyal following in areas where previously distribution had been slim to none.
• The direct mail piece saw redemption rates over 13%, which is much larger than the national average of 3% for this type of promotion.
• In addition, there were over 1,400 requests for ABC Value Books, and the majority of these new customers also signed up to receive Roberts’ monthly e-newsletter.
This campaign triggered two more cost-effective mailings during the year, which garnered 7.5% to 11% redemption rates - more than double the national average.