CIC Print Innovation: Impact Slumberland

Direct mail marketing agency Impact created a six-panel direct mailer for Slumberland Furniture’s corporate and franchised locations to drive sales with new and existing customers via free delivery and credit redeemable for the purchase of items that are $75 or more. Each mailer featured offer-specific, personalized content based on previous buying trends with between 20,000–25,000 pieces per mailing on a rolling monthly basis.

Printed on 100 lb. Blazer Digital Satin Text in multiple print runs with variant-rich content, the Canon varioPRINT iX-series sheetfed inkjet press with variable data printing capabilities streamlined pre-print processes and allowed for simplified version control to optimize the efficiency of each print run. This mailer generated robust engagement for both programs — however, engagement was strongest with the delivery program segment of the campaign, which saw a response rate of more than 4% and company-wide sales increases.