Liberty London direct mail case study

Liberty London used the latest eye-tracking research to persuade more customers to open its direct mail.

The iconic London department store frequently uses mail to send vouchers, invitations and offers to members of its customer loyalty scheme, Liberty Rewards.   

Royal Mail helped Liberty's head of CRM, Preetesh Parmar, to improve the effectiveness of Liberty's direct mail using eye-tracking insights.

Eye-tracking is a form of research that monitors eye movement - where people look when they receive a piece of mail, or look at a website, and why.

A recent eye-tracking study commissioned by Royal Mail revealed which design elements encourage people to open an envelope, read the contents and respond.

Liberty used these insights to make a small change to the design of their envelopes, which resulted in an increase in redemption rates of the enclosed vouchers.

To read the full case study, click the download link below.