As part of a communications campaign to promote supplementary pension and pension savings services for the self-employed, Woomera and AG have decided to go against the grain by focusing on a communications technique that is sometimes unfairly neglected. At a time when the trend is all-digital, Woomera and AG have decided to opt for a medium that is less widely used today, but which boasts formidable efficiency: Direct Mail.
Paper mail, a credible alternative to “digital obesity”
Of course, the digital era offers many communication advantages, particularly in terms of targeting and contact costs. Nevertheless, we cannot deny that the number of advertising messages we see daily on the Internet is so impressive that it leads to a form of saturation and generates a dilution of messages. To attract the attention of our B2B target, we decided to return to the power of direct mail, which has a relatively good conversion rate because the mailbox is less full than before. As a result, the message emerges better, has greater credibility, and generates increased attention (as confirmed by numerous studies). Indeed, since most of our communications are now digitized, and our mailboxes are relatively empty in general, we pay more attention to the rare pieces of mail (especially when they’re personalized) that arrive in our boxes.
A promising test campaign
In addition to communicating a message specific to our target and highlighting AG’s products, the aim of this test campaign was also to re-challenge the effectiveness of this medium through a Call to Action and to determine whether it could become an integral part of the communication ecosystem for products addressed mainly to B2B.