MMC>Knowledge centre>Case studies>EDF Energy permissions direct mail case study
EDF Energy permissions direct mail case study
Author: Mail Media Centre
Date: 31 March 2011
EDF Energy was faced with the issue that at the point of sign-up, consumers were presented with a ‘no marketing comms’ opt-out option.
Unfortunately a lack of understanding from both internal sales teams and the customer meant that this box was more than often ticked. General consensus from the public suggested that this tick box was seen as ‘junk mail’ and therefore wasn’t wanted.
As a consequence the opt-out audience increased while the target audience began to diminish.
This was frustrating for EDF Energy when, in fact, their direct mail campaigns covered a number of products or tariffs which could save their customers money.
Find out how a direct mail piece devised to address this problem achieved a 17.11% response rate across all segments - far in excess of a standard direct mail campaign.
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