Client:
IVC Evidensia is a leading European and North American veterinary services provider, operating over 2,500 clinics and hospitals across 20 countries.
Challenge:
They wanted to inform pet owners about lapsed vaccinations and offer a brand promotion to encourage them to book, but it had to come from local clinics. The customer may never have received anything directly from IVC, so the challenge was to create a mail pack that could be centrally controlled but bespoke to thousands of customers.
Campaign:
Working closely with their customer data, our strategy and creative team designed a targeted mail pack that could be personalised for the customer, their pet, and their local clinic. The approach was tried and tested to cope with multiple pets in the same household, and to use unusually long pet names and logos for each clinic in all manner of shapes, sizes and qualities.
We chose to make the voucher a tear-off piece positioned at the foot of the letter, allowing it to have more variable data. We know from JICMAIL insights, case studies and our own experience that customer mail that contains vouchers outperforms standard mailings and making them personalised helps further increase the chances they will be redeemed. Read more on the successful use of vouchers for brands like Lakelands, Boots and Waitrose https://www.marketreach.co.uk/resources/customer-mail
All these approaches mean nothing if the piece isn’t opened, so to ensure a high open rate, the outers used a clever and cost-effective design that meant the customer had instant recognition of their local clinic. Using an outer with 2 windows to show the letter inside meant:
- The address for the recipient was clear and positioned in the traditional method, giving instant confidence that it is unlikely to be unsolicited mail.
- Each letter instantly looked like it came from the customer’s own pet clinic, whilst we utilised a bulk print order of one envelope design.
Our printing and production partners ensured all these variables could be hit with accuracy and at volume. Meaning one base plate of artwork with hundreds of outcomes.
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