Colgate Pro-Relief™Direct Mailing results

January 2011

Introduction

•150 000 customers sent a ClubCard endorsed direct mail pack with a Colgate Pro Relief offer

• Targeted to ClubCard active customers, who bought a sensitive toothpaste in the last 6 months

• Excluding existing Colgate Pro-Relief buyers

• Campaign period: 1 February – 15 March 2011

• Offer: Colgate Pro Relief 35ml worth R12.99 – FREE. To be redeemed in-store on presentation of voucher.

• Mailed in English & Afrikaans.

Creative

Voucher redemption

Mail qty Redeemed vouchers

% response

150 000 33 301 22.2%

Mailed customers who redeemed the offer with the voucher in-store.

Total ‘sales’ from mailed group

Mailed Total ‘sales’ % response

150 000 39 909 26.61%

Pro-Relief 35ml and 75ml ‘Sales’ - includes voucher redemption and sales of product without voucher redemption - within offer period.

Conclusions

• The mailing performed very well with 33 000 (22%) customers going in-store to redeem their free toothpaste

• The mailing had a further positive spinoff with an additional 6600 Pro-Relief sales from the mailed customers - without the use (and cost) of the voucher.

Notes

There were teething problems at the beginning of this campaign with a few stores not having stocks and the till not accepting the voucher. These problems were sorted out very quickly but the voucher redemptions during that period would not have been reflected.

Due to the initial problems experienced Clicks sent a follow up email to 11 700 mailed customers who had not yet redeemed their voucher (those with an email address and opt in consent). The open rates for the email follow.

Email

• email sent to 11 741 customers within mailed group

Email results

Total sent Successfully delivered

Total views Unique views

11 741 10 275 (87%)

3528 (34.32%) 1941 (18.9%)

Total Views: The total number of times the email was opened by recipients on the distribution list. This figure can include repeat openings by these individuals.

Unique Views: The number of unique recipients on the distribution list that opened the email.