The Salvation Army were already spending significant budgets across other channels, but they wanted to recruit more donors. Our challenge was therefore to increase inserts volume year-on-year, whilst maintaining a positive ROI in order to continue to be part of their marketing mix.
Using our extensive knowledge of the inserts market place, we drew up a robust test and learn strategy. We also initiated a media efficiency strategy, reducing media cost per thousands to help deliver a positive ROI.
Since 2008 we have scaled TSA’s annual inserts volume from 800,000 to 8 million, an increase of 900%. We use a combination of various genres including national press, magazines, catalogues and product dispatch. All of this is delivered alongside continuation of the positive ROI required.
Inserts has become one of the client’s best-performing acquisition channels with one of thee highest ROIs of all their channels and has a continued presence in their marketing mix.