Personal print puts pet business in prime position

Direct mail campaign from Auckland-based Actionmail makes a mark for Carevet.

The VDP direct mail pack Actionmail devised was a fully personalised letter including personalised vouchers. Images were dynamically changed out based on the owner's cat breed, and product offers changed depending on the number of cats per household. Each mail piece and voucher was addressed to the individual and their pets, including the pet name where this data was provided.

According to Brenden Rolston of Actionmail, being able to offer a multi-media approach is the modern consumer’s preference.

“Clients now have even more scope to use and manage these platforms to remain competitive and the online environment may easily be incorporated into a campaign such as this,” he said.

“The success of this campaign saw a traditional approach worked well for this market. VDP platforms now provide greater connectivity to your customer based on the quality of the data. This coupled with the emotive value of print, shows more than ever that good quality digital print still has a valuable place in the marketing mix."

The customer data of 2500 recipients was drawn from three Carevets branches in Auckland, Hamilton and Wellington. The campaign results were in excess of a five per cent response rate, delivering good ROI with the campaign strategy to be used again. In addition there was strong evidence the targeted pet owners purchased additional products when in store.