Union Bank 'Bouncing Mail' direct mail case study

Union Bank in India created a highly personalised piece of direct mail to tell existing customers about its mortgage offering.

In big cities like Mumbai, people who stay in apartments tend to keep moving every few years, to cope with steep rent hikes.

So Mudra Communications created a direct mail piece which specifically spoke to this audience to offer them the stability of owning their own home.

The bank’s databases were probed to identify customers who frequently submitted ‘change of address’ notifications. They were sent mailers that used this data to trace the path they had taken from flat to flat.

The pack appeared to have been redirected from one house to the next, all the way to the recipient’s current home. Inside the original envelope was a message saying, 'don’t you think it’s time you had a home of your own?'

The campaign ran in three major cities. Over 65% of the customers who received these most personalised of mailers called the helpline or visited a branch within six weeks. 

Click the download link to get a full case study, including images from the campaign and a comment by Directory editor Patrick Collister.