This required a piece of communication which would break companies’ inertia and inform them of the great, cost-effective and value-added services FedEx actually offers.

So the simplest and the cheapest medium – the FedEx envelope - was used to communicate this. A look-alike FedEx envelope with a 20% perforation, which when torn, revealed to the recipients the 20% discount off their first month’s bill offer.

The mailer was so interactive and the incentive was so attractive, that FedEx received a record number of enquiries right from day one. Out of the 500 companies, 63 signed up for trial and 29 entered into an annual contract. The overall response rate was 5.8%.