T-Online Loyalty Campaign – 36% Response Rate


  • Increase customer loyalty by presenting a personal gift
  • Update address details of potential advertising clients of the T-Online portal
  • Generate new contact information for advertising sales

► Solution:

  • Teaser mailing with image personalisation provides reference to a personal website
  • Individual approach with variable text in mailings & emails plus a response form (in English and German) with pre-filled entries based on available contact information
  • Image-personalised calendars are sent out as personal gifts with long-lasting impact

► Result:

  • 36 percent of customers updated their information and ordered their own calendar
  • 48 percent of these customers utilised the option of giving another calendar to a friend as a gift
  • Awarded the 2005 Mailing Days Prize