We sent prospects a fake docket book, at the same time they'd normally expect their new docket book. This ensured it would be opened and noticed. The key sales message was carbon-copied throughout the book, exactly as if it were a real docket. We enclosed a CD to demonstrate the simplicity of online docketing, making the decision even more of a no-brainer. The DM was supported by an insert into all docket books promoting the online option.By offering free training and installation on an application which makes posting easier for customers, we ensured goodwill for Royal Mail.

Over 500 companies responded. After three weeks we had to stop mailing and put inserts on hold because of the overwhelming response. Roll-out will continue when the backlog of respondents requiring training has eased.