How precise targeting and strong personalisation
spelt success for SGS

Challenge

SGS Engineering – power tool specialists and the leading manufacturer of gas struts in the UK – had their sights set on business growth. Having relied on digital media as their primary acquisition channel, they wanted to test how Direct Mail could help them reach new prospects.

Our challenge was to develop a highly-targeted DM pack for SGS – one that would work as part of their broader marketing strategy to build up their customer base. Not only did the campaign have to overcome low brand awareness challenges, it had to deliver measurable results for SGS and ideally a positive ROI from the first test.

Solution

Existing customer data gave us the insight that sole traders and small businesses were the key audience, but we tapped into our data planning expertise to dig a little deeper. We identified specific trades whose needs aligned with specific ranges of SGS’s products – mechanics, plumbers, electricians and construction professionals.

As SGS were running a Black Friday digital campaign, we used that as an opportunity to complement the digital activity and create a joined-up customer journey. The bold DM piece we created was benefit-lead and action-oriented, with crystal-clear CTA’s.

Packs were tailored to the four key audience segments we’d originally defined, featuring products, discounts and messaging that resonated with their specific requirements. By using an audience-first planning approach, we were able to send the right message to the right people, based on real insight.

Results

This wasn’t just a test for SGS – it unlocked new oppportunities. We combined smart data understanding and targeting with creative that spoke directly to an audience’s needs, helping them unlock a new channel for growth. And with a direct mail pack that complemented their existing digital activity, recipients received a seamless, multichannel experience that reinforced the brand message and encouraged response.

Our audience-first planning and bold creative approach paid off – the tailored packs delivered an exceptional response rate across all four segments. And with an ROI of approximately 5:1 and a significant number of new customers returning for that elusive second sale within two weeks, the pack delivered on every front. Not only did it provide measurable success for SGS, it demonstrated the Direct Mail has the power to drive immediate action, as well as build loyalty and repeat business.