7:1 ROI — £200K test returned £1.4m vs control

The problem

Tapi's direct mail was doing everything a brand thinks it should. Strong offer, sale messaging, reasons to buy, social proof. It looked the part. But it was leaving money on the table because it was talking about what Tapi cared about — not what the reader did.

What the framework fixed

Clear: No obvious reading path. The layout had too many competing elements — icons, colour blocks, multiple type sizes — so readers had to work out for themselves where to start and where to end.

Organised: Brand-first headline. The control opened with what Tapi wanted to say. The test opened with what the reader was thinking: "What are the floors like in your new home?"

Persuasive: Social proof was buried. The test elevated the Trustpilot rating, added a named testimonial, and introduced scarcity around the offer deadline.

Valuable: The control communicated what Tapi valued — their product range, their service, their awards. The test communicated what the reader valued — their new home, their flooring problem, and a reason not to wait.

The result

7:1 ROI on the first test. On QR redemption alone — £140k+ in sales — the door drop paid for itself. Since then, Tapi has been on a two-year testing roadmap with AvB, running quarterly A/B tests that continue to compound performance.

"On QR redemption alone — £140k+ in sales — the door drop test paid for itself." — Jack Coy, Tapi Carpets & Floors