Four fold increase in response rates
The first weekend in January is a notoriously quiet time in Bingo halls across the country so the late December DM pack is a key piece in the mailing programme. Mecca wanted to increase the ROI on this pack.
We cleansed and analysed their data, removing around 10% that were no longer players. A huge cost saving already!
Then we found some really interesting insights into their customer’s playing behaviour and prior response rates. We used this to segment their customer base and create a relevant, personalised mailing pack for each individual. The packs had individual offers to drive engagement online and increase footfall in the Bingo Halls.
It was the best result they’d ever had. Player behaviour changed online and response rates quadrupled compared to the control sample.