CRM - Dedicated Direct Mail

Colgate-Palmolive

Context

The best Dedicated Mail of 2019 goes to Colgate-Palmolive!

 

Good targeting is essential to the success of a mailing campaign and Colgate-Palmolive has mastered it!

 

Their key objective: Recruit Sanex brand lapsers.

 

 

Solution

  • A dedicated mail offering a €1.5 discount on the purchase of one product.

 

To enhance the power of the mailing, Colgate-Palmolive boosted its visibility through an in-store communication layer (stopper small) which resulted in a faster and more efficient purchase experience.

Results

Exceptional results !

 

  • A coupon redemption rate of 5.59% (vs. 2-3% benchmark)

 

This case highlights the effectiveness of postal mailings in attracting consumers and boosting conversion.

Linked tools

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TARGETS

TARGETS

Sanex brand lapsers

Objectives

Conversion

Brand awareness

Engagement / Consideration

Cross/Upselling