Direct Mail, Email, Landing Page
Proven Strategy
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.
Customer Pathway
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.
Improved Results
Initial Conversion met objective. Retention objective achieved through reduced churn and positive customer feedback.