Question
Greenwheels asked The DM Bureau to create two direct mails with information about their shared cars including a discount for the recipient. This direct mail campaign is focused on winning back inactive customers, or "Sleepers".
Target
The aim is to reactivate so-called "Sleepers" and encourage them to use Greenwheels' shared car again through the discount.
Approach
One mailing used an A4 letter in a C5 envelope. The envelope has a sustainable look due to the kraft paper used. The pass found in the letter showing the discount was printed on growth paper. For the other mailing, a postcard in a different square shape was chosen.
About the project
A targeted campaign with sustainability
In line with a digital-only strategy of Greenwheels, which mainly deploys apps and other digital channels, a specific group is left behind. To engage this group, the company decided to deploy sustainable direct mail. The request to the team at The DM Bureau was to design two direct mails with a sustainable look and production method. An A/B test was conducted, in which participants could receive a free driving credit. This campaign was repeated monthly throughout the year. Data selection used a 500-metre radius from the recipient’s new location, along with lookalikes from the existing customer base, to increase response rates. This targeted data selection ensured an effective approach, sending no more than was necessary.
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