How XXL Nutrition weekly generates an extra €20K in just 15 minutes
What if just 15 minutes of work per week could generate thousands of euros in additional revenue? XXL Nutrition proves it’s possible. Discover in this case study how they use a simple yet brilliant win-back campaign with a physical card to re-engage customers who would otherwise be lost.
Results
718.00
x
ROI
11.50
%
Conversion rate
15.00
min.
Time investment per week
About XXL Nutrition
XXL Nutrition is Europe’s fastest-growing supplement store and the number-one brand for many athletes. They are pioneers in their marketing approach, excelling at turning data insights into smart initiatives. By doing so, they reach their target audience at the right time, with the right message, the right product offering, and via the most effective channel. Whether through email marketing, advertisements, direct mail, or the organic reach of founder René van der Zel’s social media presence, this e-commerce giant is impossible to ignore.
Industry
Online sales of nutritional supplements and fitness products.
Aantal medewerkers
133
Software & koppelingen
Magento
Spotler Activate
API integration with Print.one
Campaign overview
Each week, XXL Nutrition sends a physical card to customers who have previously spent over €200 but haven’t placed an order in the past six months. This customer segment is automatically generated in Spotler Activate and is seamlessly sent out weekly via the integration with Print.one.
Winning back customers = reclaiming revenue
When customers who used to shop loyally at your online store suddenly stop and are no longer reachable, you’re leaving revenue on the table. Tom Meijer, marketer at XXL Nutrition, recognized this too.
"I first try to win people back with email, but it’s much less personal. Plus, not everyone is subscribed to the email newsletter, and of those you do reach, more than half don’t even open the email. Of the people who do open it, less than 2,5% clicks through. In short, with email alone, you’re missing out on a lot of opportunities."
Where do you start?
In addition to missing opportunities, you also risk losing customers with this approach—customers you may have already invested significant advertising budgets into, and who have proven their value by generating over €200 in revenue. These are not the customers you want to let walk away. It quickly became clear that customer retention needed to be the first priority for XXL Nutrition.
If you have customers you’re about to lose, you can easily win them back through direct mail.
Tom Meijer
Online Marketer at XXL Nutrition
Three next steps
With a clear customer segment in mind, the next steps could be taken:
Designing a card with an appropriate message
Activating the API integration between Spotler Activate and Print.one
Sending out the first cards and evaluating the results
The first mailing is always an exciting moment. After all, the big question is: will it work or not?
The first results
It quickly became clear that this channel was a valuable addition to the mix. Tom explains:
"When I joined XXL two years ago, we weren’t using direct mail yet. I had good experiences with it before, but XXL’s target audience was completely new to me. I was quite skeptical because our audience is relatively young. My assumption was that they’d be less receptive to offline media. But then we discovered that direct mail is a perfect tool even for a younger audience."
"The results were immediately impressive. We saw incredibly high conversion rates and an amazing ROI of 380%. That’s when I said: we need to expand this further," Tom adds.
Optimizing for even better results
Over time, various optimizations have driven the ROI even higher. Tom shares:
"I really enjoy how Foppe (CEO of Print.one) collaborates with us, because without his input, I wouldn’t have been able to implement so many optimization opportunities. The ROI jumped from 380% to 540%, and we’re currently at an ROI of 718%."
The adjustments that contributed to these leaps in ROI and conversion? Consider:
Refining the message on the back of the card
Adding a personal touch, such as a handwritten note from owner René
Removing unnecessary design elements
Adjusting the mailing schedule
The future
Het einde van de stijging lijkt nog niet in zicht, want er zijn nog meer optimalisaties door te voeren. ‘In de toekomst willen we ook productsets gaan koppelen, zodat we het aanbod aan onze klanten helemaal kunnen toespitsen op hun behoefte. Op die manier kunnen we bijvoorbeeld een foto van hun favoriete eiwitten op de kaart printen, of producten die vaak gekocht worden met hun favoriete producten benoemen. Ook is de verjaardag een perfect moment om weer even in te spelen op het individu.’
Proud of success with a new channel
When asked what he’s most proud of since joining XXL Nutrition, Tom doesn’t hesitate:
"I’m primarily a CDP and email marketer, and direct mail was added simply because it works incredibly well. We were already using email before I joined and have implemented many optimizations there, but direct mail was a channel we hadn’t used at all."
Now, this campaign runs almost entirely on autopilot, requiring just 15 minutes a week to check the shipment. "And when you see how much revenue it generates now, that’s what I’m most proud of," Tom concludes.
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