Sky - driving sales

A missed delivery mailing showed lapsed customers what Sky wouldn't be delivering.

Background

The C5, ‘business-as-usual’ mailing for Sky’s Winback had proved fairly effective but it was clear that many lapsed customers were ignoring it.

Solution

Sky’s hard to miss mailing didn’t look like any previous mailing. A subverted, personalised, missed-parcel style postcard reminded ex-customers of what they wouldn’t miss if they returned.

On the front was the message: “Delivery attempt from Sky’. The copy on the back explained - ‘Sorry we’ve been unable to deliver you unmissable Sky shows.’ The pack drove traffic to the call centre rather than online, making conversions more likely.

Results

Sky saw a 33% increase in ex-customers returning to Sky giving the campaign a 6:1 return on investment. At 2p per piece it was Sky Winback’s least expensive mailing.

 

Source: DMA Awards 2020. Winner Silver (Best Use of Mail)

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