The headmasters and administrators who subscribe to online services provided by the Times Education Supplement (TES) were proving difficult to engage by email. So we created a festive direct mail piece to test a personal, tactile approach to thank them for their business. As hoped, the results were impressive.
The star-shaped chocolates proved popular and the messaging ‘How many gold stars do we deserve?’ provided a platform for a short survey. To maximise response we incentivised staff with an iPad mini that they could win for their school staff room. 13% of teachers responded via direct mail versus just 5% via email.