SUSHI Bikes makes urban e-mobility affordable. Since 2019, the brand has inspired more than 35,000 riders with lightweight, minimalist e-bikes that deliver exactly what commuters really need, no more and no less.
For the launch of the new 3.0 model, the team also wanted to reach customers who had bought their first SUSHI Bike up to three years earlier. Many of them are potential repeat buyers, whether for an upgrade or for a second bike for a partner or family member.
Challenge
A large share of former buyers could no longer be reached by SUSHI through existing marketing channels such as email. To reliably reach churned existing customers and get them excited about the upgrade or accessories, new channels had to be found.
Solution
SUSHI chose postcards, a medium that reaches almost 100% of contacts without double opt-in. Together with PostPal, the team segmented all customers who had purchased a bike in the past three years but had not opened an email for at least 60 days.
A DIN Maxi card (23.5 x 12.5 cm) was sent, large enough for strong imagery and two exclusive offers for existing customers: an extra €100 discount on the new SUSHI Bike 3.0 or 30% off accessories. This allowed SUSHI to reduce waste intelligently and speak not only to customers interested in a new e-bike, but also to satisfied riders who “only” needed new equipment.
Shipping started in parallel with the online launch to increase marketing pressure and, thanks to the extra discount that could also be applied to the launch offer, increase FOMO.
Results
The results exceeded expectations. Return on ad spend was 1,089% in responder matching, with a 3% conversion rate. For a segment that had been inactive for up to three years, that conversion rate is very strong.
Share of accessories: the additional offer contributed 74% of all orders and 28% additional revenue, making it enormously successful at increasing relevance and reducing waste.
“The results surprised us positively. Postcards give us a powerful push lever to bring even long-inactive customers back into the conversation, and without much extra effort.”
- Lisa Willmann, CMO SUSHI Bikes
With PostPal, SUSHI Bikes proved that print is the perfect complement to digital channels, especially when opt-ins are missing and brands still want a direct line to customers.