FedEx

This short article analyses Wunderman's DM campaign for FedEx, a bronze winner at the 2009 DMA Awards.

FedEx

Wunderman

THE TEAM

David Harris, James Nester, Chris Lawson, Kevan Ansell, Emma Sherrard, Angela Vitelli.Other contributor: LBM – Data provision.

WHAT IS WONDERFUL ABOUT THIS WORK?

The business market already knows about FedEx's overnight service. To win new customers, we promoted the more affordable four-day option. Our prospects had a very high potential lifetime value. So 35 direct responses (a 7% response rate), with 17 new customers, equates to a 1,275% ROI.

OBJECTIVES

To generate new leads and customers and create a DM pack with long shelf life that potentially engages several decision makers.

STRATEGY AND TARGETING...

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