Marketing to the right moms sparks 295% higher response rate
ISSUE:

A leading manufacturer of baby products faced dramatic reductions in marketing spending and needed to focus their budget on their most high-value prospect consumers, as opposed to concentrating on all moms with kids under two.

APPROACH:

Twenty-Ten executed a short consumer study with two key goals: 1) to identify a high-value prospect segment within moms with kids under two, and 2) to understand what to say to them to drive quick response. Once the target segment was identified – termed “Real World Moms” – Twenty-Ten built a Targeting Algorithm to hyper-target consumers with kids under 2 who best fit the profile and were most likely to respond. A direct mail package, including a free product offer, was delivered directly to Real World Mom households.

RESULTS:

Real World Moms response rate was 295% higher than a control group (a random selection of moms with kids of the same ages also received the direct mail package).

Real World Mom response rate
6.21%
Control group response rate
2.1%
Incremental response rate
4.1%
Improvement
295%

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