61 calls generated.
97% increase compared with the previous five-month average.
KCOM's most successful direct mail campaign of the year at the time, from a sales perspective.
Background
KCOM is one of the UK’s leading providers of broadband and telecommunications services.
Having worked with Propack on a number of direct mail campaigns, KCOM had previously trialled a variety of creative die-cut formats designed to stand out and capture their customers’ attention.
For their next campaign, they wanted to take a different approach. Rather than another complex format, KCOM wanted something that would feel more personal and create a different experience for the customer..
The objective
Working within KCOM’s campaign budget, the objective was to develop a direct mail format that would encourage customers to engage with the communication and, most importantly, start a conversation with KCOM.
Propack developed a number of creative concepts and formats, looking at how a relatively simple mail pack could be made more memorable without relying on an elaborate die-cut design.
What we did
Together, we decided on a traditional letter and envelope format with one important addition – a tea bag.
The concept was simple: encourage the customer to put the kettle on, make a brew and take a few minutes to read what KCOM had to say.
By adding a small, relevant physical item to the mailing, the communication became more personal and gave customers another reason to interact with the pack.
It was a deliberately different approach from KCOM’s previous die-cut mailers, combining the familiarity of a letter with a simple creative idea designed to get people talking.
Results
- The campaign delivered an excellent response for KCOM, generating 61 inbound calls following the mailing.
- This compared with an average of 31 calls per month across the previous five months, meaning the tea bag mailer delivered an increase of approximately 97%.
- KCOM also found that the letter and envelope combination performed particularly strongly compared with the more elaborate formats they had previously tested.
- At the time the campaign landed, it was their most successful direct mail campaign of the year from a sales perspective.
- The campaign demonstrated that standout direct mail doesn’t always have to mean a complicated format. Sometimes, a simple idea that creates a more personal and memorable customer experience can have the biggest impact.
In general, the letter/envelope combo definitely performs best. At the point the tea bag mailer went out it was our most successful one of the year sales wise.
Jamie
