Case Study: How Flow helped Tablites (UK Vape Store) to achieve higher ROI with their existing customers.

Have you got some news to share with your customers?

Instead of an email, why not try letting them know with a Direct Mail campaign. This is precisely what Tablites did when they launched their new website - with fantastic results.

Tablites was founded in Manchester in 2011 with a mission to provide a cleaner alternative to tobacco cigarettes. Since then, they have gone on to open brick-and-mortar stores nationwide, offering customers the most cutting-edge products from the biggest names in the vape world.

Earlier this year, Jonathan got in touch to request a mail campaign to let customers know about the launch of their new website. Previously they have sent postcards with us. But, to help preserve the confidentiality of their customers, they requested that this time we use a format of a flyer in a non-window envelope.

We worked out the specifications and presented the print options to Tablites. They decided to go for a 350gsm silk finish with matt lamination; a nice, weighty flyer option to help their mailing get noticed through the letterbox.

The flyer's content aimed to draw attention to the new website and offer an exclusive discount code for their existing customers - a great way to get repeat business. The artwork was bright and colourful, with a range of product offers in addition to the discount code.

We provided Tablites advice on the data formatting (including removing data that wouldn't work for postal purposes). Then, once we had the data and final artwork, we got the flyers printed and inserted into the envelopes. There was also no mention of Tablites on the returns address (again, in keeping with the aim of preserving confidentiality).

It's well known that selling to existing customers carries higher conversion rates than trying to sell to a list of prospects - and this was reflected in the results of Tablites' campaign. Out of a 5,600 mailing list, they got over 300 uses of the discount code, and 250 customers visited the new website for the first time!

This remarkable success achieved an even better ROI for Tablites, as they also benefitted from the Royal Mail Advertising Mail postage rates.

Marketing for the e-cig and vaping industry is something we have done many times in the past; predominantly as a prospecting exercise on our door drop service. So, it was very positive to hear about the strong response rate Tablites achieved from marketing to their customer base.

We look forward to continuing to work with them in the future, and helping them with their mail and in-store print.