Direct Mail, Email, Landing Page
Recognising that sales can come overtime MindWorks established a technique called ‘Not Now, Maybe Later’ (NNML). Aiming to leave Amex members feeling positive about targetted contact, open minded to future offers and reassured about their membership benefits.
Direct Mail and eDM allowed inclusion of a ‘non-sales’ tool designed to generate interaction with Amex or between members and their friends. NNML saw the use of postcards, online downloads and handy tip sheets to great effect.
Initial Conversion met objective. Retention objective achieved through reduced churn and positive customer feedback.