Zurich direct mail case study

Opt out and you could be missing out on something amazing. This was the message that Zurich wanted to convey to the 25% of its customers who had opted out of receiving marketing communications. The medium was a non-sales, sales letter, which had nothing more than a ‘Dear…’ and a ‘Yours sincerely’ at the end. It was a brave move by the financial services company to send a letter with virtually no text, but it paid off. It convinced 7% of customers to opt back in.

Customers opted back by ticking the marketing consent box on the reply card at the bottom of the mailer. There were no tricks, no complex legalese to gain the customer’s marketing permissions, but a simple ‘We’ve got lots to tell you about. But we can’t say anything until you tick this box.’

This campaign by Publicis Dialog shows that by being honest and focusing on benefits, companies can overcome the problem of customer opt-out.