Aggressive Growth Goals Reached with Favorable Response Rates
Charles Tyrwhitt is a British menswear retailer. They specialize in formal men’s shirts, shoes, suits, knitwear and accessories – and also offer a line of womenswear and casual apparel.
What We Provided
Brokerage
Management
Alternative Media
Digital
Creative
The Brief
RMI was selected by Charles Tyrwhitt in the summer of 2012 to help them with a very aggressive growth plan for the U.S. catalog market.
The Solution
RMI was tasked with finding new, profitable names to mail by expanding on currently used lists and identifying untapped categories of vertical lists and databases. New list recommendations needed to be tailored to the target audience and to offer a large roll-out universe. Of course, with such aggressive growth, price negotiation on both new and old lists was critical.
The Results
Within 12 months of taking over the account, the size of the average mailing increased by 40%, while maintaining a response rate 24% above the allowable. Fifty new tests were identified and, to date, the success rate is over 50%. RMI was also able to negotiate an additional 10% reduction in already low CPMs for the most recent season.
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