Sky Winback Team: Missed Parcel DM

Sky, a British broadcaster and telecommunications company, launched a retention campaign in the UK that encouraged ex-subscribers to return to Sky with an email that appeared as a 'you missed us' calling card.

Campaign details

Brand: SkyAdvertiser: Sky GroupAgency: Sky Creative AgencyCountry: UK

Campaign Overview

Return to sender

Ignorance isn't bliss when lapsed customers fail to respond. Sky wanted to tackle the issue and win back previous subscribers.

Strategy

The Sky Winback programme is designed to persuade lapsed customers to come back to the broadcaster. Despite well-planned, well-targeted and structured campaigns featuring different mailings, a sizeable number refuse to return.

The business-as-usual campaign consisted of a standard C5-format, Sky-branded letter and outer envelope. While it had proven fairly effective an increase in conversion rates was desired....

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