Pnuma Outdoors

Deploying Data-Driven Direct Mail

The Challenge

Pnuma Outdoors, a hunting apparel brand, needed to find new customers to reach a lofty revenue goal. After optimizing and expanding its digital marketing efforts, Labyrinth decided to bring in an entirely new and often overlooked marketing channel: direct mail.

Labyrinth’s Services

  • Growth Coaching
  • New Channel Experimentation
  • Direct Mail Campaigns

The Solution

 Labyrinth took a modern approach to direct mail by making it digital, trackable and data-driven. We first analyzed Pnuma’s customer data across more than 170 demographic and interest inputs. From there, we partnered with a data provider to use customer transactional data to build an audience model that identified new markets with high sales potential. This exercise was useful beyond the direct mail campaign as it provided the brand with insights into its customer base.

Labyrinth partnered with the creative agency Masters of Chaos to design two direct mail pieces for the targeted mailing list. To ensure we fully tracked campaign performance and attributed revenue, the postcards included a QR code, a dedicated coupon code, and a vanity URL.

The Results

Pnuma’s first attempt at direct mail was immediately profitable – the brand saw a return of $3.21, earning over $43,000 in directly-attributable revenue. The digital tracking mechanisms helped us determine that the campaign drove valuable traffic to the brand’s website, with recipients viewing 37% more pages per session and spending 56% more time on the site. Direct mail proved to be an effective prospecting channel and Pnuma now uses the channel consistently.

$3.21

Return on Ad Spend

$43,000

Attributable Revenue

Labyrinth’s Services

  • Growth Coaching
  • New Channel Experimentation
  • Direct Mail Campaigns

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