Case study
Parsley Box through the letterbox
Parsley Box promotes, supports and celebrates independent living and wellbeing by making mealtimes for the over 65s easier and more enjoyable.
They deliver a wide range of high-quality, delicious ready meals directly to consumers, providing choice, convenience and a personal, friendly service.
Going beyond door drops
Acquiring new customers via door drops was delivering great results, but it soon became obvious that to continue this growth more marketing channels would be needed.
PDV were challenged to drive customer acquisition via a direct mail campaign that delivered a lower Cost Per Acquisition than their door drop activity, despite the increased costs associated with the channel.
Implementing an all-in-one solution
We analysed their full database and built a lifestyle and a transactional profile to give Parsley Box a greater understanding of their customers and target audience. We then built a propensity model to select look-alikes from both datasets and create a campaign plan for their first direct mail activity. Within the Test and Learn plan, we included several data segmentation and targeting options. By managing the print and production of the packs, PDV were also able to help Parsley Box achieve significant savings on their campaign, improving the Return on Marketing Investment.
1 - Customer Profile
We created a detailed profile of their customers, including demographic, lifestyle and transactional behaviours.
2 - Propensity Model
We then built a propensity model to identify new audiences of people most likely to purchase.
3 - Targeted DM
From the actionable insight, we developed a Test and Learn direct mail campaign.
Performance that keeps growing
41%
Increase in Customers
52%
More Customers via Direct Mail over Door-Drops
The first campaign delivered 41% more customers than the original target and out-performed their door-drops by more than 52%.
Parsley Box has continued to use PDV to optimise all of their direct mail campaigns across data suppliers including various data co-operatives, and channels including Partially Addressed Mail and Door Drops. PDV supports Parsley Box with testing strategy across data, creative and offers as well as applying insight to location planning, and strategic targeting to improve retention.