OPT IN MAILING by Publicis Dialog London

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OPT IN MAILING

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Industry Insurance
Media Direct marketing
Market United Kingdom
Agency Publicis Dialog London
Executive Creative Director David Prideaux
Creative Director Mark Buckingham
Released February 2009

Credits & Description

Category: Flat Mailing
Advertiser: ZURICH FINANCIAL SERVICES
Product/Service: INSURANCE
Agency: PUBLICIS DIALOG
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: PUBLICIS DIALOG, London, UNITED KINGDOM
Executive Creative Director: David Prideaux (Publicis Dialog)
Head of Copy: Ian Sweeney (Publicis Dialog)
Creative Director: Mark Buckingham (Publicis Dialog)
Planning Director: Andrew Smith (Publicis Dialog)
Project Manager: Craig Hawkes (Publicis Dialog)
Media placement: Direct Mailing - 19,711 Mailed - 01/03/2009

Describe the brief/objective of the direct campaign.
25% of Zurich customers have opted out of receiving marketing communications, representing a huge missed opportunity for cross selling. We were tasked with getting these people to tick the box that would allow us to sell to them again

Explain why the creative execution was relevant to the product or service.
Cost per response £8.48p Cost per sale £75 per sale (on subsequent cross sell mailing) 19,711 were mailed. An unprecedented 7% ticked the box and sent us the reply card. An impressive number, considering the industry average is 4.7% and that we were talking to an audience who had already stated they didn’t want to talk to us.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To convince our audience to opt back in, we made them feel that they were missing out. We sent out a blank letter. No sales message, no copy, just a signature. And attached to this blank piece of paper was a reply card that told the recipient: “Actually, we’ve got lots to tell you about. But we can’t say anything until you tick this box.”

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
19,711 people were mailed which has resulted in 1,139 responses to date: a 6.8% response rate. 3.5% responded to a follow-up cross-sell mailing, outperforming the speculative renewal date cell which performed at 0.3% and even outperformed the 2.5% response rate renewal dated customer cell. This mailing was so successful that Zurich is now planning to implement the pack as a standard reactivation programme for opted out customers in the future.