The Scottish Government

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

Background:

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.

Solution:

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.

Results:

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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