La Table Manufaktur is known for high-quality homemade gourmet dishes. Since its founding in Baden-Baden in 2021, La Table Manufaktur has offered a wide selection of delicious dishes prepared from the finest ingredients by chef Horst Schickinger and his team. These delicacies can be ordered conveniently from home and heated in just a few minutes. With this offer, La Table Manufaktur has built a loyal customer base and naturally wants to keep it active.
In this case study, we show how La Table Manufaktur achieved this goal and what role PostPal played in implementing the campaigns.
The problem
La Table Manufaktur’s business is seasonal. Especially during the warm summer months, many customers spend time outdoors and eat on the go, which reduces demand for comfort food. Every year, La Table Manufaktur therefore faces the challenge of reaching customers in time before the autumn and winter season begins and reminding them to stock up on comfort food. Traditional online marketing channels reach their limits here. Despite high opt-in and open rates, email can reach only a fraction of customers. At the same time, La Table Manufaktur’s target audience tends to be older and less active on social media platforms, so that channel is not effective either.
The solution
La Table Manufaktur had already used direct marketing with classic letters successfully in the past. With this approach, almost 100% of customers could be reached. However, creating these print-mailing campaigns was extremely time-consuming and resource-intensive. La Table Manufaktur was looking for a way to reduce the effort. This is where PostPal came in. Thanks to the Shopify integration and done-for-you service, PostPal handled the complete execution of the direct-marketing campaign, including data preparation, design creation and shipping coordination. To reduce costs compared with letter shipping, PostPal used postcards instead of DIN A4 letters.
The campaign
The campaign target audience consisted of customers who had not purchased from La Table Manufaktur for at least 180 days. A DIN A6 postcard with a conversion-optimized design was created for this audience. The front presented some of the most popular dishes and clearly communicated the emotional benefit of the campaign in the context of the “cold season”. On the back, customers were addressed personally using their surname. The voucher code was placed prominently, and a short letter provided clarity and context. The campaign was run as an A/B test to determine the effect of different voucher amounts on activation. Half of the customers received a €25 voucher with a minimum order value of €85, while the other half received a €30 voucher with a minimum order value of €100.
The results
The campaign results were outstanding. The conversion rate of the overall campaign was 12.3%, while the voucher conversion rate reached 8.3%. After deducting voucher costs, the overall campaign return on advertising spend reached an incredible 2,612%. Even when only revenue generated directly through voucher redemptions was counted, the campaign still achieved an impressive 1,943% ROAS after deducting voucher costs. In addition, the vouchers increased the average basket value by 20%.
The A/B test showed a slightly higher redemption rate for the €25 voucher with the lower minimum order value. However, this effect was offset by higher basket values for the €30 voucher, so both variants had almost identical ROAS.
Another remarkable aspect of the campaign was how redemptions were distributed over time. 49% of vouchers were redeemed between day 15 and day 60 after delivery of the card, showing that customers kept the postcards for a long time.
With the postcard campaign, La Table Manufaktur was able to activate customers at the right moment before the high season began and achieve excellent results. The brand found a way to stay in touch with customers cost-effectively, efficiently and with minimal effort.