19,711 people 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.