How do you convince customers to extend their contact lens plan that is about to expire? This was the question that LensOnline, the market leader for contact lens plans, put to us. The answer? A creative and ultra-personal direct mail campaign that strengthened the customer-optician relationship.
LensOnline
Lens Online scores with Direct Mail
Creative renewal of the customer relationship
The objective was clear: encourage as many customers as possible to renew their contact lens plan. That’s why they needed a direct mail campaign that was personal, practical, and convincing.
Strategic approach
But the box that LensOnline used for its direct mailing was more than the sum of its contents: We opted for the following aspects:
- Personal touch: the customer’s first name was prominently featured on the box.
- Immediate benefit: Two pairs of prescription contact lenses and a discount voucher for a cost-effective renewal.
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- Personalised brochure featuring a photo of their own optician
- A box that fits into everyone’s letterbox: The box was made to fit into the letterbox of LensOnline customers.
The main innovation was the smart use of geomarketing. In the box was a map with directions from the customer’s home to their optician. That way, we emphasised convenience and proximity.
If you can think it, we can print it
Our team seamlessly put this into practice. We took care of everything: printing the personalised boxes and vouchers and carefully packaging each box with the right lenses for each customer.
Results
LensOnline’s direct mail campaign exceeded expectations, with an astonishing conversion rate of 80%. Not only did customers extend their plan, they also expressed their appreciation for the well-thought-through, personal approach.
Important insights
01
Personalisation works
You create a strong, emotional connection by capitalising on individual preferences and needs.
02
Convenience first
The combination of a discount and visual directions facilitated renewal, making the entire process more accessible.
03
A comprehensive approach pays off
From design to packaging, thanks to our all-in service, the implementation was seamless.
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