Mailing objective
To measure the effectiveness of Valpak as an influencer in online coupon redemptions and sales volume.
Marketing strategy
PetFlow mailed an average of 10 million inserts per month in the Valpak Blue Envelope for 16 months to reach dog owners and other pet parent new customers. These larger print formats promoted 2 high-value offers:
- 25% off first time autoship order
- 15% off pricing of one-time order
Mailings each month connected with a high-quality target audience of pet owners and pet-friendly consumers more likely to purchase pet food, pet wellness supplies and pet services than the U.S. average.
Case study results
The average Valpak basket contained 13% more pet care items than non-Valpak baskets. More than half of those purchasers also subscribed to the PetFlow.com email list for multiple autoship orders (double the subscription rate of other marketing channels). Valpak autoship subscribers averaged 32% more pet care orders over one year too.
Conclusion
The results of the case study confirm that the Valpak audience is highly responsive and that the Blue Envelope drives new product purchases online. Pet care industry companies (from national brands to startups to small businesses) that leverage Valpak’s Blue Envelope achieve new brand awareness, more pet care items sold, more revenue and more subscriptions. Contact your local Valpak marketing team to learn more about pet care direct mail and digital marketing solutions, including social media advertising and SEO-optimized business listings. Or contact us on LinkedIn!
