To convince our audience to opt back in, we made them feel that they were missing out. We sent out a blank letter. No sales message, no copy, just a signature. And attached to this blank piece of paper was a reply card that told the recipient: "Actually, we've got lots to tell you about. But we can't say anything until you tick this box."

Reponse volume 1139 Cost per response £8.48p Cost per sale £75 per sale (on subsequent cross sell mailing) 19,711 were mailed which has resulted in 1,139 responses to date: a 6.8% response rate. 3.5% responded to a follow-up cross-sell mailing, outperforming the speculative renewal date cell which performed at 0.3% and even outperformed the 2.5% response rate renewal dated customer cell. This mailing was so successful that Zurich is now planning to implement the pack as a standard reactivation programme for opted out customers in the future.