The Baked-In Solution
Biscuiteers, a premium hand-iced biscuit company, identified an opportunity to strengthen customer relationships through strategic direct mail communications. With their distinctive product range and strong visual branding, they sought to re-engage customers at key points in their journey – from welcoming first-time buyers to reconnecting with lapsed customers and reminding clients of saved special occasions.
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More Than Cookie Cutter
We developed a multi-faceted direct mail programme with personalised communications for different customer segments. Our approach included welcoming first-time purchasers through the Trailist campaign, reconnecting with customers who hadn’t purchased in nine months, and creating birthday reminder communications for those who had saved special dates. Each piece reflected Biscuiteers’ playful, premium branding while driving action through timely, relevant messaging.
Taking the Biscuit
The campaign achieved impressive results across all segments, with mailed customers 20.6% more likely to convert than non-mailed cohorts and showing 11.03% higher average basket values. The Royalty segment performed exceptionally well, with a 12.5% conversion rate and £70 average order value. Particularly noteworthy was the customer loyalty impact, with 24.5% of converted customers making multiple purchases. This demonstrates the effectiveness of timely, personalised direct mail in not just driving immediate sales, but creating lasting customer relationships.
