Traditionally, eBay were using email to win back customers. But with open and click-through rates declining, it was obvious to us that apathy had set it. We thought a little disruption was in order.
We were sure a direct mail piece would provide the cut through eBay needed. We put our reputation on the line by suggesting a test against eBay’s ‘win-back’ email campaign. We tested a highly personalised, digitally printed pack in the UK and Germany, offering vouchers as an incentive to shop with eBay again.