Increase revenue, Strengthen customer relationships
Moving as an upselling strategy: success with the Postcard Creator API
Swisscom
Swisscom took advantage of the moment its customers moved as an opportunity for upselling: using the Postcard Creator API, the company automatically sent personalized postcards with tailored welcome offers – hyper-personalized, analogue, and at exactly the right time.
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Highly impressive results
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70,000
postcards sent each year
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41.5 percent
increase in conversion rate compared with internal benchmark
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203 percent
higher conversation rate for TV Sport product
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Digital and physical
combined successfully
Our approach
When you’re moving, you’re open to something new Swisscom took advantage of this moment not only to welcome existing customers with highly personalized offers, but also to retain them and use it specifically as an opportunity for upselling. This was made possible by a smart combination of automated data analysis and analogue appreciation – implemented using Swiss Post’s PostCard Creator API.
The campaign focused on existing customers with a broadband internet subscription who had registered a change of address. The AI marketing solution Swisscom MOVE first automatically analysed customer data and usage behaviour – to determine for example whether someone who regularly watches football doesn’t yet have a blue Sport subscription. In addition, options available at the new place of residence, such as faster internet, were also taken into account. On this basis, each individual received offers tailored to their needs – such as faster internet speeds for gamers or event content for sports fans.
What made this special was that the customer contact was not digital, but rather in the form of a high-quality postcard with the Swisscom look. Swiss Post’s Postcard API digital interface was used to automatically print each card with the right welcome offer and deliver it two days after the move – once the worst was over. The postcard was personal, tangible and tailored down to the last detail. Even the design was appropriate to the situation, with either “Did it” or “Take a deep breath” printed on the front, combined with an emotional image.
Conversion rate increased by up to 203 percent
The goals of the campaign were clearly defined: to strengthen customer retention by identifying and proactively addressing needs, while at the same time leveraging upselling potential by drawing customers’ attention to higher-quality or additional products. The results were an impressive demonstration of the effectiveness of the strategy: depending on the offer, the conversion rate increased by up to 203 percent – proof of how effective the combination of digital intelligence and analogue proximity can be.
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It’s emotional receiving your very first postcard in your new home. People associate postcards with holidays, birthdays and invitations. What’s more, physical mail is seen as more valuable than electronic mail. This is why the conversion rate is so high.
Carolyn Vorreau, Senior Marketing Manager at Swisscom
The solution is designed for the private sector, but it also functions as a business case for large volumes of personalized postcards. Swiss Post has been a great help for us here. Once set up, MOVE is a sure-fire success. The system is backed by AI and is constantly learning.
Tobias Blum, Tech Lead for Marketing Innovation at Swisscom
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