T-Online Loyalty Campaign – 36% Response Rate
Task:
- Increase customer loyalty by presenting a personal gift
- Update address details of potential advertising clients of the T-Online portal
- Generate new contact information for advertising sales
► Solution:
- Teaser mailing with image personalisation provides reference to a personal website
- Individual approach with variable text in mailings & emails plus a response form (in English and German) with pre-filled entries based on available contact information
- Image-personalised calendars are sent out as personal gifts with long-lasting impact
► Result:
- 36 percent of customers updated their information and ordered their own calendar
- 48 percent of these customers utilised the option of giving another calendar to a friend as a gift
- Awarded the 2005 Mailing Days Prize
