case studies

How Spoke boosted ROI with personalised, data-driven mail

Words by: Ulbe Jelluma

Spoke is a UK-based Direct-to-Customer menswear brand specialising in custom-fit trousers, denim, and cords. With no physical retail presence, the brand initially relied heavily on traditional catalogue mailings and performance-driven digital channels such as Facebook, Instagram, and Google for growth and retention.

To improve marketing efficiency and reduce reliance on catalogue distribution, Spoke adopted a more targeted strategy: reallocating budget to automated, data-triggered Zap~Post postcards. These highly personalised mailings were tailored to each customer’s waist size, inside leg measurement, and fit preferences, and included a unique QR code linking to customised landing pages showing relevant product selections.

This integrated approach delivered standout results:

ROI of over 1300% from Zap~Post campaigns.
Response rates consistently above 10% across customer segments.
Increased web traffic, conversions, and incremental revenue, verified through holdout testing.
Fewer returns and multiple-size orders, thanks to personalised size reminders.
Effective reactivation of lapsed customers, using targeted messaging aligned with lifecycle stage, purchase history, and key dates.
Greater campaign agility, with fast turnaround times and continuous A/B testing to refine messaging.

Spoke’s success shows how automated direct mail—powered by CRM, CDP, or ESP platforms—can work alongside digital and traditional channels to deliver highly personalised, measurable marketing results.