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The Scarlet Tassel® Case Study
Campaign:
5,000 full color 6 x 8.5 postcards promoting specific in-store events on November 6–8, 2009.
Postcard Design:
This bright, colorful holiday design, provided by The Scarlet Tassel®, is very
straightforward and prominently features the event dates on front. The back lists out each event,
with date and time, appealing to a variety of people. It clearly states their address, phone, hours
and website so the recipient can choose how they want to respond.
The design itself can play a huge part in generating response, so let’s take a look at the successful
design elements of this campaign. The colors are bright and highlight each section to help identify
the events, hours and contact info. There is a lot of text, but it is organized very well to guide the
reader through each section, in hope that one part will catch the reader’s interest to respond.
In this economy, people are looking for creative and affordable ways to give gifts and this postcard
design presented The Scarlet Tassel® customers with easy ways to do this.
“We love the quality product that PostcardMania produces and how easy it is to work through the
production process.”
— Shelly Dozier-Mckee, The Scarlet Tassel®
Mailing List:
For this campaign, The Scarlet Tassel® mailed to their customer base.
Mailing Schedule:
The campaign of 5,000 postcards was mailed one time to their customer
list 12 days before the event date.
Results:
1.2% Response Rate with 168 postcards redeemed.
Average Sale from Each Postcard Customer: $60
Campaign Cost, Including Postage: $2370
Sales from Leads Generated: Approximately 168
ROI (Return on Investment): 425%
“Our direct mail program has allowed us to drive sales despite economic impacts and helped to
keep the customers coming through the door. While many of our competitors are closing their
doors, we have used our direct mail pieces to keep The Scarlet Tassel® name and brand in front of
the consumer.”
— Shelly Dozier-Mckee, The Scarlet Tassel®
