Direct Mail Campaign
Now that the 3 marketing campaigns are established digitally we rarely utilise the postal database. So we mailed around 15,000 postal addresses in our target areas over the border. The idea was to encourage those who used to receive a brochure to switch to digital and receive special offers and what’s on info from us. As well as being a fantastic chance to cleanse the database we also achieved some great results… and average (across the 3 campaigns) of a 3.8% return, well above the industry standard of 1-2%. Also giving them a chance to receive postal information from the three marketing areas (Swansea Bay, Carmarthenshire and Pembrokeshire) if they ticked the box. OBG recipients with the most receptive to postal information with 2% requesting email and postal info, as expected AWAYWI audience was more receptive to email.
