ARTICLE FURNITURE
Designing the Perfect Fit: How Article Found Its
Audience in a Crowded Space
Crafting a Core Campaign and Refining the Market for Exceptional ROAS
The Challenge
Furniture retailers often experience fluctuations in demand due to external factors affecting the overall home improvement market. For Article, staying ahead of potential downturns meant identifying and reaching a new audience at the right time.
With established benchmarks in place, Article sought to create a new customer acquisition funnel with a minimum 700% ROAS. Additionally, this needed to be a continuous campaign—not just a one-time effort around traditional furniture sales events.
The Strategy
Consumer needs will always fluctuate, but new movers consistently require specific services and goods. New homeowners, in particular, tend to spend more due to their major financial decision and lifestyle change. The strategy was to reach and engage these new homeowners through a targeted direct mail campaign, fostering relationships that drive brand loyalty, purchases, and referrals.
The Solution
Define Your Target Audience: Using Article’s customer data, we identified key geographies, home values, and demographics of top customers to shape the campaign’s parameters.
Create a Personalized and Engaging Direct Mail Piece: A postcard design with a welcoming message, offer details, and a clear call-to-action was chosen, providing the best cost-to-impression ratio to maximize ROAS.
Timing and Frequency: Timing is crucial in direct mail. Targeting new homeowners within the first few pivotal months of moving ensures peak engagement, followed by a strategic remail campaign to keep the brand top of mind.
Optimizing Direct Marketing Campaigns for
Maximum Impact and ROI
The Results
Over the past two years, refinements in geography, segments, and creative have helped the new homeowner campaign deliver a 1,675% ROAS. The campaign adapts to move activity trends and remains unaffected by outside factors. Customers acquired through this campaign show higher retention and a greater return rate than organic or other campaign-acquired customers, with an 18% higher average transaction compared to a control group.
Control Group
