O2 retention direct mail case study

O2 needed to devise a piece of direct mail to win back former customers who had cancelled their mobile phone contract. 

Deciding against branded communication, the company opted for a greetings card-style leaving card. Inside was a series of 'handwritten' messages from people at O2 designed to entice customers to stay.

The back of the card had a call to action, while an accompanying email with an animated graphic of 'sorry to hear you're leaving' reinforced the message.