Elevating Engagement: A Remarkable 31 ROAS

Crafting Celebrations: Urbani Truffles’ Birthday Postcard Triumph.
From Inbox to Mailbox: Reinventing Direct Communication.

Overview

Founded in 1852 in Scheggino, Umbria (Italy), Urbani Truffles has grown into the world’s leading distributor of fresh truffles, catering to esteemed clients, including Michelin-star restaurants and even the President of the United States. The family-owned business is now managed by the 6th generation of Urbani, offering a diverse range of products from fresh to preserved truffles products. Additionally, they operate an e-commerce platform for direct-to-consumer sales in the USA.

Problem

Urbani Truffles sought to celebrate their high-profile customers’ birthdays uniquely, leveraging their extensive database of birthday dates. The goal was to find an alternative to email marketing, as previous attempts yielded unsatisfactory open rates and overall effectiveness results. The company desired a distinctive and memorable approach to set them apart from competitors.

Strategy

To address the challenge, we devised a comprehensive strategy to send personalized automatic postcards to customers seven days before their birthdays. The postcards delivered a warm “Happy Birthday” message and an invitation to celebrate the occasion with Urbani’s premium products, emphasizing that truffles were perfect for special events like birthdays. We offered a generous $25 discount on their next purchase to entice recipients. The postcard design showcased an elegant yet simple-to-make dish, accompanied by a QR code enabling an automatic discount application during checkout. With the strategy in place, we scheduled the postcard automation based on each customer’s birthday date and waited for the results.

Results

The campaign results surpassed all expectations:

• Postcard sent: 2,379
• Orders: 151
• Return On Investment (ROI): 31.41
• Spent: $1,165.71
• Revenue: $36,611.83

Conclusions

The postcard campaign was a great success for Urbani Truffles. It helped the company generate more sales, increase brand awareness, and stand out. If you want to improve your marketing results, contact us for a free 1 hour consultation.