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A leading UK childcare provider, part of a major co-operative group, has brought in over £2 million worth of sales through utilising imail comms’ direct mailing service.
The co-operative group is one of the largest independent co-operatives in the UK, with gross sales exceeding £1 billion across a broad range of businesses, including food, travel, pharmacy, funeral services, and childcare. Over the last five years, the childcare division has rapidly expanded from just six nurseries to a portfolio of 50 nurseries nationwide. The group enlisted the help of imail comms for their direct mail marketing needs.
The direct mail marketing campaign saw the two companies collaborate on an effective, measurable, localised campaign for the open days held at each nursery. The childcare business holds three open days per year. To target potential parents, they purchased tailored data of parents with children of the right age in local areas. With this data, they used imail comms to post out A5 postcards with eye-catching artwork, inviting potential customers to the open days.
imail comms handled the entire mail fulfilment process, with a dedicated account manager overseeing everything from data purchasing and artwork upload to printing and posting. This saved the childcare business time and money on manual mail fulfilment and stationery costs. The response rate was successful, with 50% of attendees coming through from the postcards sent. The childcare business used imail comms again for another bulk mailing in January, sending over 90,000 postcards, resulting in £2 million worth of sales.
The client at the childcare business, said:
“We understand that parents choose nurseries based on an individual basis and a big national campaign wouldn’t work for us. We needed something local and measurable yet on a large scale. imail comms housed all of our needs under one roof. We were able to target potential customers in the areas of all of our nurseries with specific messaging tailored for them. The imail comms team and service were reliable and made it easy for us to successfully roll out the campaign and minimise our mail fulfilment costs as well as time.”
Andy Barber, General Manager of imail comms, commented:
“We are delighted to be working with the childcare division and see such exceptional results. We look forward to working together again to help continue to grow the business.”
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