The skincare situation
Skinician, a professional skincare brand, sought to enhance customer engagement across both UK and Irish markets through personalised communications. They identified opportunities to recover abandoned baskets, stimulate next purchases, and reactivate lapsed customers through strategic direct mail interventions that would complement their digital presence.
Tailored treatment
We developed a multi-market approach with distinct strategies for UK and Irish customers. Each market received tailored campaigns covering three key triggers: abandoned basket recovery within 24 hours, next purchase nurturing at 30 days, and winback campaigns for customers inactive for 280 days. All communications were carefully localised while maintaining consistent brand messaging.
Flawless finish
The campaign delivered strong results across both markets. In the UK, mailed customers were 25.9% more likely to convert and showed 44.7% higher basket values, with 19.28% making repeat purchases. The Irish market saw mailed customers converting at a 19.3% higher rate with increased website engagement. Particularly impressive was the UK winback campaign, achieving a 41% higher conversion rate. These results demonstrate the effectiveness of market-specific, personalised direct mail in driving customer engagement.
