Signing up new customers and encouraging them to trade

Market
Domestic freight is a low interest category where most providers are seen as offering similar services. Previously, customers would open an account, take the incentive and not trade any further.

Communication
The campaign offered prospects the chance to win a major prize if they opened an account with TNT Express. Once trading, an incentive was offered if the customer sent 10 or more deliveries each month. A different home entertainment-style incentive was offered each month, for a period of three months. The campaign helped customers form the habit of using TNT Express through continued trading over an extended period of time.

Results

Direct Response

16.2%

16.2% of the contact list opened an account with TNT Express and sent at least one delivery. Of these, 58% sent 10 or more deliveries in the first month and 50% went on to trade 10 or more deliveries in the second and third months.

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