Welcoming the New Year with an 11 ROI

Reviving Engagement for the New Year.
Special Postcards for Valued Customers.

Overview

Roberto Caporuscio, originally from a dairy farm in Pontinia, Italy, ventured into the world of Neapolitan pizza after mastering the art of cheese-making. With training from renowned pizza masters in Naples, he established successful pizzerias across the USA. Currently, he oversees “Kesté Pizza & Vino” in New York City, where he hand-makes his delicious frozen pizzas shipped nationwide.

Problem

New Year’s Eve presented an ideal opportunity for a pizza celebration, but Kesté needed to ensure their most valued customers received their offer in time. Upon analysis, it was evident that a segment of these customers was disengaged from the primary communication channel: email.

Strategy

To address this challenge, we segmented customers who were likely to respond to the offer: those who had made multiple orders but hadn’t engaged with emails in the last 30 days or were unsubscribed. For these valuable segments, a light offer of “$10 off over $99” was devised to preserve margins. The postcard featured a simple design with a “Happy New Year” message, evoking a personal touch from Roberto.

Results

Despite modest segment sizes, the campaign yielded significant results:

• Postcards sent: 915
• Orders: 59
• Return On Investment (ROI): 11,8
• Spent: $667.95
• Revenue: $7,878.48

Conclusions

Roberto was pleased with the outcome, which increased Q4 sales by leveraging an additional channel alongside traditional methods. If you want to improve your marketing results, contact us for a free 1 hour consultation.