Bandag • Weekly e-news direct mail campaign
 
Three direct mail pieces urged Bandag retread tire dealers to sign up for a weekly e-mail that reduces a significant amount of paper mail.The creative concept used attention-getting graphics and humor to
admit the traditional Bandag Friday postal mailing was sometimes disorganized, unmanageable and downright annoying. Dealers were encouraged to register for the new e-mail system. The campaign
worked: 93 percent of all dealer locations had subscribed to the new system in less than three weeks.