Enhancing the customer Welcome Journey with Direct Mail and Email.

Mission

To nurture Dobbies Club Plus members through their welcome journey. Embedding the range of benefits available to them and incentivising next visit.

Approach

New Club Plus members join a 30-day welcome journey that uses a mixture of email and Direct Mail to build engagement and encourage that crucial next store visit.

Members receive 4 emails and 1 DM through their first 30 days including an incentive for their first purchase in the restaurant.

During this time they are held out from receiving any other contact to ensure the focus remains on embedding the range of benefits and services available to them.

Club Plus members are predominantly female and aged 55+.

Result

  • Strong performance across all key email KPIs including open rate and CTO
  • Redemption rate of restaurant offer above average at >10%