Key issues of effective postal marketing communication:
Key issue: |
|
The solution: |
Communication about postal rates and different letter dimensions and revenue protection |
|
A LetterScale and LetterTemplate |
|
|
|
|
Information about (new) prices, size, weight and dimension communicated with and on foldable LetterScale and -Template.
Tools were distributed in a mail piece and through events and exhibitions.
Back to the top
Key issue: |
|
The solution: |
Communication about the difference in size between letter and package and revenue protection |
|
The LetterTemplate send in envelope with accompanying letter to SME’s |
|
|
|
|
Postage paid as a letter or a package? was the message on the LetterTemplate send out in a mailpiece to all SME’s in Belgium.
Back to the top
Key issue: |
|
The solution: |
Information to SME’s about USPS Carrier Pick-up service and encourage the use of this service |
|
Free set of scales when applying for the service |
|
|
|
|
Leaflet sent out to 2.000.000 SME’s to introduce USPS Carrier pick-up service with the best direct mail response even for any package or access message.
Back to the top
Key issue: |
|
The solution: |
Introduction of size-based pricing |
|
A LetterTemplate sent out to all SME’s and private households |
|
|
|
|
Jersey Post sent out above envelop containing leaflet and LetterTemplate to all SME's and private households.
Back to the top
Key issue: |
|
The solution: |
Communication about revenue protection |
|
Door drop with tariff lecture, LetterScale and accompanying letter |
|
|
|
|
300.000 LetterScales with postal rates information were distributed to households known, or identified through market research
as being highly likely to generate international mail and where there would be underpayment.
Back to the top
Key issue: |
|
The solution: |
Introduction of a new product: pre-paid envelop up to 30g |
|
Free LetterScale (with a 30g slot) with 10 pre-paid envelopes |
|
|
|
|
Package of a LetterScale and 10 pre-paid envelopes offered through post offices
Back to the top
Key issue: |
|
The solution: |
New formulas and services like Packstation |
|
Communication with PackageScale or PackageTemplate |
|
|
|
|
With the 2 kg only package scale customers know on beforehand their postage rate.
With the 3-dimensional PackageTemplate they know also if it fits into the packstation and at which rate.
Back to the top
Key issue: |
|
The solution: |
Database generator |
|
A free LetterScale |
|
|
|
|
By filling in an electronic form with their mailing behavior, customers are sent a free LetterScale
Back to the top