Target audience: Farmaline wanted to reward loyal clients and sell more within specific product lines
Objectives Cross and deep selling among active clients Drive to webshop
Strategy & Execution
– Creative selfmailer resembling a makeup bag
– €5 spend voucher (from €50 spent)
– Highlighting exclusive reductions and savings
Reason Best Practice
Paper Mail gets noticed. And the more your mailing stands out, the better your message gets read & recalled. Farmaline has understood that and is creative by imitating a beauty bag in selfmailer format : it’s original & it aroused curiosity
We observe +21% image improvement among readers. When it is well executed, IHA is also a powerful tool that improves brand awareness.
Belgians love their coupons and by using a spend voucher you increase total spendings. For this case, 75% of readers intend to use spend voucher.
The Eye of the Expert
“A nice selfmailer that stands out and a €5 voucher make this DM a standout case with a very good recall”