Chewy, Inc. is an American online retailer of pet food and other pet-related products. In 2017, Chewy was acquired by PetSmart for $3.35 billion, which was the largest acquisition of an e-commerce business at the time.
In this Best Direct Mail Campaign example, the retailer uses a self-mailer as part of a new customer acquisition campaign. The mailer features adorable imagery featuring some furry friends as well as the key benefits of becoming a Chewy customer ranging from free shipping to 24/7 customer service. The self-mailer includes a promo code for redemption (which can be tracked for conversions) as well as a 1-800 number for those who prefer to talk to a customer service agent.
Check out Chewy's birthday direct mail campaign here.
Why this campaign is a winner
It delights customers and builds loyalty.
Birthday campaigns are an easy way to show your appreciation for customers while boosting sales and building loyalty. (A birthday campaign targeted at pets? Even better!)
How you can do it too. Send your customers and prospects personalized postcards, self-mailers, and letters around major life events to harness some of Chewy’s birthday mojo for your business. Use Lob to personalize your mailpieces and automate the process for a streamlined strategy with high conversion potential.
It uses QR codes to maximize impact and tracking.
A customized offer and QR code make it easy for Chewy’s customers to scan and shop right from the self-mailer. Plus, QR codes can be tracked for analytics and optimization.
How you can do it too. Lob’s QR code tool is available to everyone. Add QR codes to your own promo mailers in the Lob dashboard to make your mail shoppable and trackable. You can even add custom brand colors and designs.
It’s integrated with an online experience.
Once Chewy’s customers scan the QR code, it takes them to a digital landing page that reinforces the campaign messaging and design, creating a unified experience.
How you can do it too. Connect the dots between online and digital experiences with integrated omnichannel marketing campaigns. Lob integrates with the rest of your marketing stack so you can include direct mail along with email, SMS, display ads, and more.
Source: Who's Mailing What!
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Want an example of a best direct mail campaign that's all about the holidays? Check out this self-mailer from Yankee Candle!
