After DHL Express terminated express operations within the US, many people assumed this included DHL Same Day, as well, but it didn’t. In fact, the Same Day group had been acquired by DHL Express as part of the Airborne Express purchase, and since that time, customers had not been made aware of Same Day’s name change. This only added to the confusion as to whether Same Day was still operating.
Same Day needed an awareness campaign, both to inform lapsed customers that they were still in business and to reactivate them as customers. Presenting an additional challenge, Same Day was migrating to a new CRM system and therefore wanted to cleanse their existing database prior to transferring the data to the new system. Our primary goal was to successfully re-engage and re-enlist their lapsed customers, thus, enabling Same Day to resume handling their shipping needs.
To reach those who had lapsed, ALPHA developed a two-phased customer reactivation campaign with touchpoints that included direct mail, email, and personal follow-ups. In phase one, each lapsed customer received a postcard offering them the chance to win a $200 prepaid Visa® card. To trigger eligibility, the customer needed to visit a pURL on the postcard, update his/her contact information, and answer two questions about his/her emergency shipping needs.
Each submission generated an email to a corresponding sales person who then initiated a follow-up call to the contact. Following the call, a “welcome back” kit was mailed to the contact. Each kit contained important customs forms, Same Day sales collateral, and promotional items. In phase two, customers who responded to the first phase received a promotional email touting a chance to win electronics prizes based on shipping volume.