Lulu and Georgia is an online home decor and furniture brand that designs and curates the best and latest in interiors, making it accessible for their customers to make their dream rooms a reality.
Similar to other direct-to-consumer brands, Lulu and Georgia’s marketing strategy focused on enhancing and accelerating the buyer’s journey, leveraging digital retargeting through email marketing, digital and display ads, and social to reach both prospective and existing customers, but were looking to diversify their marketing mix and drive incremental revenue.
Having only tested direct mail via catalogs, Lulu and Georgia sought innovative ways to reach consumers at home. They decided to incorporate Programmatic Direct Mail® Retargeting into their marketing mix because they thought it was a strong complement to their other acquisition strategies.
At the beginning of the year, LuLu and Georgia set a goal to identify three new marketing channels with which they could scale—and scale quickly— while meeting their standard for performance.
They ultimately decided to run a Pilot with PebblePost because of PebblePost’s measurement approach to include incrementality testing immediately in the Pilot, as well as the consultative nature of the PebblePost team.
With a goal of 4x return on ad spend (ROAS), Lulu and Georgia leveraged the PDM® Platform to identify anonymous users who had recently visited their website, match them to a household address, and mailed those most likely to convert after receiving a postcard.
With a full-funnel approach, Lulu and Georgia was able to reach both new and existing audiences with a piece of high-quality mail arriving at home within 2–3 days of site activity. Creative featured aspirational imagery and showcasing various products, with a strong call to action.
“When your vendor proactively suggests an incrementality test, it adds a strong level of trust to the partnership right out of the gate.”— SIERRA ROCHE, DIGITAL MARKETING MANAGER
Lulu and Georgia was happy to exceed their goal and see a 32x ROAS—surpassing their goal of 4x ROAS.
PebblePost’s excellent client service and willingness to go the extra mile coupled with its ability to confidently measure incrementality throughout the campaign provided the Lulu and Georgia team with the confidence to continue to invest in PDMTM.
PebblePost is a winning channel for us. The strong results we’ve seen early in the campaign allowed us to scale even faster than we expected. We had a goal at the beginning of the year to find three new winning partners—PebblePost became one right away.— JULIA METAXAS, SENIOR DIRECTOR OF GROWTH
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