The aim of Neste K’s Lomailijat ("Holidaymakers") campaign was to activate passive customers to return to Neste K in summer 2023. Posti’s Customer Direct ensured that the message reached the desired target group effectively.
Customer Direct helped Neste K's Lomailijat campaign achieve excellent results
The aim of Neste K’s Lomailijat ("Holidaymakers") campaign was to activate passive customers to return to Neste K in summer 2023. Posti’s Customer Direct ensured that the message reached the desired target group effectively.
The summer months are extremely important for Neste K stations, as, during this time, the roads are full of potential customers who will need to stop for fuel or a coffee break, for example.
This is why the Lomailijat campaign was conducted over the summer months. Prior to the Midsummer traffic, a printed message offering benefits that were valid until the end of July was mailed to the target group. In mid-July, customers who received the message were reminded of the benefits by email.
"The target group consisted of people who, according to the Plussa database, had used Neste K's services in summer 2021, but not in summer 2022. We wanted this target group to return to us as customers. A total of 46,000 households were included, 30,000 of which received a printed letter, with the rest receiving an electronic message," says Niina Lindholm, Marketing Manager at Neste K.
According to Lindholm, the campaign produced the desired result, as just under 20,000 households, i.e. more than 40% of the target group, used Neste K's services again. Lindholm considers this a very good success:
"This was a great result. The returning households generated more than 50,000 purchases in total!"
Niina Lindholm, Marketing Manager, Neste K.
Customer Direct delivers letters reliably
Neste K cooperated with Posti in the campaign. The benefits were mailed using Posti's Customer Direct service, with which customers can send brochures, letters, magazines or cards.
Since cooperation with Posti has been smooth and precise in the past, choosing the partner for the campaign was easy. Customer Direct was also a service that had already proven effective.
"The Posti employees were very active and our questions were answered quickly by email. We were able to make any changes promptly, which I particularly appreciate," says Lindholm.
The time frame for planning the Lomailijat campaign was short, but it was still possible to make things work efficiently. Lindholm also praises Post’s business acumen and the genuine guidance provided by professionals.
"Our contact person had a thorough understanding of the needs of our business as well as insight into the behavior of our customers. We didn't have to come up with everything ourselves. Instead, we were able to make use of a professional's competence. If we do similar campaigns in the future, it will be easy to choose Posti as a partner," Lindholm says.