“SLM’s data capabilities both pre- and post-campaign have played a huge role in helping us find our target audience, measure their behavior, and see the larger impact of direct mail as a marketing channel.”
Manscaped is an online men’s grooming company that aims to find new ways to help men be the best versions of themselves they can be. By taking risks and being willing to address a part of the ecomm industry most brands weren’t willing to go, Manscaped has helped over 8 million men worldwide. Through premium tools, formulations, and accessories, men across the world can trust Manscaped to elevate their self care routines.
Manscaped had a diverse marketing strategy but desired to break through the noise of digital marketing channels while targeting potential new customers. Manscaped had also encountered difficulties with effectively measuring attribution in the past and using SLM’s matchback capabilities was a key factor in wanting to partner together.
SLM and Manscaped started working together back in 2019. Solo DM has allowed them to refine their targeting to ensure only new customers are mailed while shared mail has served as a low-cost and always-on channel. By having the different types of direct mail under one roof, the SLM team has been able to set up strategic investment hierarchies for Manscaped to ensure their marketing spend is effectively allocated.
Measuring the incremental benefit of direct mail was critical to Manscaped and with SLM’s strategic guidance throughout the years, Manscaped has been able to achieve consistently strong ROAS across both solo and shared mail. Manscaped’s most recent prospecting shared mail campaign showed a pure ROAS of 521% and an incremental ROAS of 173%.
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