PSI-Vransen Direct Marketing

Cloudpillo is growing fast but was looking for another channel to reach target audiences. With direct mail, the young brand is winning back inactive customers.

Direct mail is often seen as old-fashioned, but for new, online players like Cloudpillo, it is proving to be a surprisingly effective channel. Cloudpillo, founded by Lars van der Wijst and Jens Timmers, started a few years ago with an adjustable pillow and has since grown into a fast-growing player in the bed industry. Van der Wijst tells how he got into a conversation with Niels Plomp of agency PSI-Vransen during Webwinkel Vakdagen. ‘We were mostly firmly in the online and social channels, but I wondered if we could do more to reach customers who were no longer opening our emails. The idea of direct mail appealed to me, but because we were still small at the time, we decided to start cautiously with a test.’

Test around Black Friday

That first test took place around Black Friday, last year. ‘We approached a small group of people who stopped opening our e-mails. That worked very well,” Van der Wijst says. That success led to a larger direct-mail campaign this year, again around Black Friday, with a circulation of 180,000. That mailing focused on Cloudpillo’s broader product range. Strategic testing remains a hallmark of Cloudpillo’s approach. “We like to start small and, if successful, take a bigger approach next time. That way we control costs and learn what works,” Van der Wijst explains.

Reactivate inactive customers

For Cloudpillo, direct mail now plays a specific role. ‘In the funnel, we use it mainly for re-engagement, that is, to reactivate inactive customers. But we also see opportunities to use direct mail for new customers or for retention.’ Plomp sees this reflected in many organizations. ‘Direct mail interfaces with e-mail marketing, but offers additional benefits. With personalization, such as personalized QR codes and names in the message, you can make a physical medium very relevant. In addition, direct mail has more lasting value; mail stays on the table and is viewed more often and by more people than an e-mail.’

Read more about using Direct Mail at each stage of the customer journey here

From idea to doormat

PSI-Vransen guides clients through the process step by step. Plomp: ‘For Cloudpillo, we provided a technical concept and a clear template, with elements such as a return address and call-to-action. We also created a folding model, so that Cloudpillo had a good idea of what the mail would look like.’ ‘Together we looked at how we could translate our message into direct mail,’ Van der Wijst says. ‘Our own designer created the design of the direct mailing, and we also looked at it several times with our team. We learned that in direct mail you have more space to highlight things than in e-mail. That gave us new opportunities to get our story across.’

Strategic investment

Although direct mail requires a larger initial investment than e-mail, it often proves to pay for itself. Van der Wijst: ‘Emails are cheaper and deliver slightly more ROI, but with direct mail we reach people who have unsubscribed or no longer open our emails. That makes it a valuable addition to our marketing mix.’ In addition, Cloudpillo sees opportunities to guide customers further through the funnel with direct mail. ‘People who have already bought a pillow, for example, we can convince to buy a topper as well,’ Van der Wijst explains.

Learning and growing

For companies considering using direct mail, Plomp and Van der Wijst have a simple tip: start small. ‘Try to set up a test campaign with a specific target group,’ Plomp advises. ‘That way you keep the investment manageable and you can properly measure what works.’ Van der Wijst adds: ‘Our experience is that direct mail, especially in combination with other channels, such as social ads and TV, creates a strong impact. During Black Friday, we used direct mail early in the campaign. Then they saw our TV commercials and social ads as reminders.’

Diversification with direct mail

Direct mail is no longer an old-fashioned channel, but a powerful tool in a modern marketing strategy. Van der Wijst: “At the start, our growth was driven by online marketing. But now we see that diversification is important, especially if you have already made the most of your online channels. Direct mail helps us grow further.’ Plomp emphasizes that direct mail is suitable for every stage in the customer journey. ‘From recruitment to retention: with the right approach, you can use direct mail to make an impact. It is not a replacement for digital channels, but a valuable addition that ensures that your message sticks.’