Marketing objective
Measure the effectiveness of a Valpak mailing to drive traffic and sales to Bealls
Mailing strategy/campaign
- Mailed 2 million inserts in Florida covering 57 locations
- Single-panel insert featured one offer
- 20% Off Sale, Regular and Clearance Merchandise
- 1,480,000 were inside a Valpak envelope which had a Bealls advertisement on the outside (On-Pak)
Results
- The average Valpak transaction was 37% higher than non-Valpak transactions
- The Valpak program had an estimated 993% ROI, factoring cost of goods and the discount
- Valpak proved to be an effective advertising vehicle with a 1634% return on ad spend
- On-Pak produced a 95% lift in redemption rate over the insert only mailing
Conclusion
The results of the program confirm that the Valpak audience was highly responsive spending 37% more and provided a positive return on investment. With a 16:1 return on ad spend, Valpak was able to reach the right audience and increased sales for the advertiser.
ROI and ROAS based on full program mailing cost.
