Sample mailings count as letters and catch the eye: Migros sent a tube of anti-wrinkle cream from Garnier – and got an excellent response rate.

SAMPLE MAILING

A mailing that catches the eye and leaves an impression

It's easy to overlook something when you empty your letter box. This means that for companies, it is essential to stand out. For example with a striking and unusual consignment.

The letter box is full: the phone bill, a wedding invitation, a letter from the insurance company – and in between them, a small, eye-catching parcel. You can't miss it: it's from Migros. And packed neatly inside it is a tube of anti-wrinkle cream from Garnier. Just because? Yes. A gift from Migros and Garnier to around 35,000 customers who have already bought Garnier products or other anti-ageing care products. Some free Cumulus coupons have been sent, too.

The story behind this gift is a Swiss Post idea for business customers: a sample mailing that really catches the eye and can be delivered by postal carriers during their normal rounds – in other words, something that isn't bigger or thicker than a letter. For Garnier and Migros, the perfect solution for a mailing with real impact. “I think it's a great solution. We were able to pack the tube so that we could send it at the normal rate, but at the same time, it wasn't just a run-of-the-mill parcel,” says Migros project manager Paula Leutert. And the campaign was well received by customers too, as Leutert adds: “The response rate for the Cumulus anti-ageing coupons was excellent!”