Co-operative Childcare bring in £2m with imail campaign

UK Mail’s hybrid mailing brand imail has assisted The Co-operative Childcare, part of The Midcounties Co-operative, bring in over £2million worth of sales through imail’s direct mailing service. The childcare division of the group has seen rapid expansion over the last 5 years going from just 6 nurseries to a portfolio of 50 nurseries nationwide. The group enlisted the help of imail for their direct mail marketing needs.

The response rate through the marketing campaign was successful with 50% of the number of attendees coming through from the postcards sent. The Co-Op Childcare then used imail again for another bulk mailing in January with over 90,000 postcards being sent through imail thus resulting in £2million worth of sales.

Gemma Allardyce, Head of Customer & Brand at The Co-Op Childcare, said, “We understand that parents choose nurseries based on an individual basis and a big national campaign wouldn’t work for us. We needed something local and measurable yet on a large scale. imail housed all of our needs under the one roof, we were able to target potential customers in the areas of all of our nurseries with specific messaging tailored for them. The imail team and service was reliable and made it easy for us to successfully roll out the campaign and minimise our mail fulfilment costs as well as time.”

Andy Barber, General Manager of imail, commented, “We are delighted to be working with The Co-Op Childcare division and see such exceptional results. We look forward to working together again to help continue to grow the business”.