Unlocking Loyalty: A 13x ROI Story

Crafting Connection: Latched Mama’s Innovative VIP Strategy.
Reaching Out, Standing Out: A Holiday Touchpoint Triumph.

Overview

Founded by Melissa after her own parenting challenges, Latched Mama has evolved into a nurturing community and provider of postpartum support and apparel for new mothers. With a workforce of over 40 mothers, the company prioritizes a parent-friendly culture, offering benefits such as 100 days of paid parental leave and the opportunity to bring infants to work for up to 18 months.

Problem

While Latched Mama’s community remained engaged, a tailored approach was lacking for their VIP customers—the devoted mothers who frequently purchased new collections. Moreover, many of these VIPs were not receiving emails, jeopardizing their connection with the brand. Recognizing the value of these customers, who often placed multiple orders annually, a strategy was needed to maintain their engagement and provide an exclusive experience.

Strategy

As the holiday season approached, Latched Mama seized the opportunity to express gratitude to their VIPs. A personalized “Happy Holiday” message from Melissa was chosen to resonate with these valued customers. Overcoming email deliverability challenges, the decision was made to send handwritten postcards, crafted by a robotic system to mimic human handwriting. Each postcard featured a personalized thank-you message along with a unique offer. The segment was divided into two categories based on engagement levels and past purchasing behavior to assess performance accurately. Postcards were timed for holiday delivery.

Results

Despite a modest segment size, the campaign yielded impressive results, boasting a 13x ROI. Noteworthy findings included identical conversion rates between non-engaged and unsubscribed VIPs, highlighting the effectiveness of the approach. Customer Service received numerous expressions of gratitude from recipients, who appreciated the personal touch and even shared images of the postcards on social media, generating community engagement. A remarkable one-third of recipients placed orders, validating direct mail as a valuable communication channel for Latched Mama.

Conclusions

The success of this initiative underscores the importance of establishing a robust direct mail retention system for Latched Mama, providing a reliable means of communication with VIP customers regardless of algorithm changes or fluctuating CPM rates.