Case Study: Co-op Travel tests direct mail to boost readership with Red C Marketing

Co-op Travel runs an Autumn 2023 direct mail test with Red C Marketing

The customer, Your Co-op Travel, partnered with Red C Marketing to determine the most effective method for boosting readership of their Autumn 2023 holiday magazine. The challenge was to test whether a physical copy or a digital version accessed via a QR code on a postcard would drive the biggest uplift in engagement for their new sub-brand, Co-op Holidays.

Red C Marketing implemented a direct mail test, sending the physical magazine to one customer segment and a postcard with a digital link to another. The magazine content was tailored to current trends, featuring articles on winter sun escapes, touring holidays, and sustainable train travel. While the case study states the results are pending as the mailer had just been sent, the magazine was very well received internally. Red C Marketing executed this strategic test to identify the optimal approach for future customer communications.

Co-op Travel