blog

Case Study: Reverse Append

Louisville, KY - October 2, 2017

The Customer

A high-end upholstery company produces innovative products for the luxurious hospitality, aviation, and residential interior design industries but also offers a collection of beautiful and timeless consumer products. Sold at fine retailers across the country and online, this collection, just like their many offerings, is constantly evolving.

The Challenge

Much like several retailers, the holiday season garners peak website traffic. However, in previous seasons, online sales weren’t as strong as the traffic alone suggested. Traditionally, the company has had positive results with its direct mail catalogs, and as such, for the 2016 holiday season, the company looked to convert its anonymous web traffic into direct sales by reaching those prospects offline with direct mail.

The Solution

The company went with El Toro’s Reverse Append product. Visitors who place products in their  online shopping cart but did not purchase were targeted, while visitors who purchased were eliminated from the mailings. Address matches were also eliminated if someone had already received a mail piece within the last three weeks. Finally, before mailing the Reverse Append postcard, the address was validated to USPS standards.

The Results

5% of the prospects that were mailed subsequently purchased!  This was a 250% lift over other similar direct mail offerings from this client. With this tangible remarketing, these highly engaged but previously anonymous prospects with a direct mail piece, we were able to deliver increased value and superior ROI. As demonstrated in this case study, Reverse Append is an extraordinarily effective method for merging the worlds of online and offline advertising. The technology works across every industry - from gyms to automobiles, from insurance corporations, to non-profit firms.

Straight forward and simple: El Toro works.

Share

Related Blog Posts

IP+ Targeting and Lookalike Audiences. Answering 10 Common Questions

IP+ Targeting is one of many powerful products that El Toro offers based on our patented IP Targeting technology. In this blog, we will cover IP+ Targeting, lookalike audiences, and some common questions and use...

El Toro’s Guide to Targeted Political Advertising in 2024

Happy 2024 everyone! We at El Toro hope you had a fantastic start to the new year! Now that it is 2024, it's time to talk about one of our favorite things at El Toro:...

Why Doesn’t Digital Advertising Work Better?

There is no more important and existential question in marketing than “Did my digital ad campaign work?”  Digital advertising holds the promise of eliminating waste and increasing Return on Investment (ROI) by targeting the best...

El Toro in the World of Ad Tech

In the Beginning… In the beginning of the ad tech world, all was chaos. Ad fraud ran rampant, offline results were impossible to measure for an online ad campaign, and people used inaccurate cookie and...

El Toro Logo Bull

Ready to Run With the Bull?

Contact Us