Driving customer engagement through personalised direct mail

Brief

Levi's wanted to explore how direct mail could complement its existing CRM activity, introducing a new channel to engage customers and drive incremental sales.

With its ‘Back to School’ range launching, Levi's saw an opportunity to put direct mail to the test, targeting loyalty members with personalised offers based on their loyalty points.

It was the first time the UK CRM team had used direct mail, so they needed a direct mail agency who could do more than just create a great-looking pack. They wanted an agency who could help shape the strategy, recommend the right format and guide them through the entire process.

The challenge was to create a hardworking piece of direct mail that would grab attention, encourage customers to shop the new range and, importantly, deliver measurable results.

Approach

We worked closely with the Levi's CRM team from the outset, helping them navigate their first UK direct mail campaign and making sure every decision had a clear purpose.

First, we explored a range of pack formats, weighing up creative impact, cost and practicality. The aim was to find the right balance between something that would stand out on the doormat and something that would deliver commercially.

Personalisation played a big part in the campaign. By tailoring offers to each customer's loyalty points, we made sure the message was relevant and gave recipients a clear reason to act.

Our creative team handled the copywriting and design, bringing the campaign to life in a way that felt unmistakably Levi's. We focused on clear messaging, strong calls to action and making the personalised offers easy to understand.

We also took care of the artwork and print production, working alongside our print partner, Propack, to make sure everything was delivered smoothly.

Throughout the project, we were on hand to offer advice, answer questions and guide the Levi's team through a channel they hadn't used before. It was about making the whole process straightforward while ensuring the finished pack worked as hard as possible.

Results

For a first venture into direct mail, the results were encouraging, with the campaign delivering a positive uplift in customer conversion.

The direct mail group achieved a 12% uplift on conversion rate, compared to the hold-out group, which was the equivalent to approximately 150 additional purchasing customers.

The results were positive across both sales channels, with ecommerce conversion up 12% and retail conversion up 16%.

Beyond the immediate results, the campaign gave Levi's valuable insight into how direct mail could support its wider CRM activity, providing a strong starting point for future campaigns and further testing.

For us, it was a great example of what happens when creative thinking, practical experience and a collaborative approach come together.

We didn't just deliver a direct mail pack. We helped Levi's confidently introduce a new channel, with encouraging results to build on.

"The BIGGEST and loudest Thank You from me to you and the team. It's been an absolute joy to work with you and learn about the DM process, you made it fuss free, honest and fun which I really appreciate. (We love the no BS vibe at Levi's). Particularly want to call out how seamless the communication was with you guys, even with my many holidays....so I appreciate your patience and dedication." Maria Harrild, CRM Specialist, Levi Strauss UK