The Scottish Government

The Scottish Government achieved cut-through to a difficult to reach audience with highly targeted direct mail piece


The Scottish Government needed to promote its free energy savings service to a difficult to reach  target audience - lower income retired people who may be entitled to grants.


Use mail to target these hard to reach, lower income, older households who need to save energy but are wary of responding due to suspicion of being mis-sold something.


The 9,264 responses equated to a 4.4% response rate: a 47% rise on the 3% target.

Over 1,600 households passed the full eligibility criteria for EAP assistance.


Source: The Scottish Government - DMA Award Winner Silver 2013

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