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BPOST The proof by contradiction strategy


The power of paper mailings

  • The challenge
To convince marketeers that despite the higher overall cost of direct mailing in paper, the rate of activation and ROI are more significant.
  • Our approach
We implemented a two-step strategy towards a series of marketing managers:
Step 1: Sending of an e-mail with a survey about online direct mailing
Step 2: Followed up by an original and personalised paper mailing analysing the manager’s behavior in the digital survey.
  • Results 
Based on the analyses of their own reactions, we could show the power of paper mailings.
Open rate: 58%, which is twice the benchmark
Memorization rate: 85% (compared to 54% in the B2B benchmark)

Related expertises
  • Multi-channel CRM
A great campaign that turned around the mistaken opinion of professionals!