Interlink Direct was a new online parcel carrier service, aimed at small SMEs with less than three employees and ad hoc shippers.
Challenge
Parent company La Poste, the second largest postal group in Europe, needed to quickly create brand awareness amongst its target audience and launch the product to its existing customer base. Its aim was to achieve revenue of £2 million in its first year.
Solution
Email promotion was used at the centre of an integrated launch campaign, as it was decided that the target audience would respond best to this type of activity given that the product offering was an online one.
More than 30 different email campaigns, sent to more than one million email addresses, were run over the launch period. To encourage people to trial the service, a £5 off incentive was promoted to first time visitors to the site.
Internally, opportunities were also explored within Geopost, the umbrella brand for Interlink Express and DPD. Employees and their families and friends were offered £5 off every time they sent a parcel with Interlink Direct.
Results
Following the success of this, an email campaign was launched to the top 100 customers of Interlink Express and DPD, offering their employees £5 every time they sent a parcel with Interlink Direct. Within six months of launch, Interlink Direct had generated £1.5 million worth of revenue and within ten months had more than 35,000 customers.
