"We rely on SLM's continuous evaluation of model performance and recommendations to optimize acquisition efforts based on that data. Thanks to those strategies, Frank & Eileen has seen strong results in acquiring new customers who have a higher spend and purchase frequency."
Frank & Eileen is a women’s fashion company that set out to reinvent the button-up for women. Founded in 2009, Frank & Eileen has ethically sourced best-in-class Italian fabrics through sustainable manufacturers, while growing into a globally recognized brand that supports and promotes female entrepreneurship.
Prior to partnering with SLM, Frank & Eileen found success showcasing their catalogs to their current high-value customers, but wanted to find a way to also get their products in front of brand-new customers. With this goal in mind, they partnered with SLM to leverage this marketing channel to tangibly engage the right target audience. More specifically, this led their team to mail new customer acquisition catalog campaigns. By giving prospects the ability to explore the brand in a tactile, immersive way before actually engaging with their online site, their goal was to drive higher levels of engagement that would lead to acquiring loyal customers.
By utilizing SLM’s full agency support, Frank & Eileen has embodied a test-and-learn strategy to optimize their direct mail efforts. While catalogs have been their primary focus, Frank & Eileen has tested different formats, creative elements, offers, content and messaging across their campaigns. With the help of SLM’s expertise in direct mail testing, Frank & Eileen uses the learnings from each campaign to scale for future success.
Frank & Eileen continues to exceed their target goals with each campaign. Their most recent customer acquisition campaign returned an impressive incremental ROAS of 7X. Frank & Eileen is a perfect example of how a brand with a focus on consistent testing and optimization can find success leveraging direct mail to boost their marketing results across the board.
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