To highlight each problem that they face, one at a time, we then come to a solution for all their problems – a single window importing solution. This was illustrated through a mail pack that consisted of 6 envelopes, one inside the other. Each envelope highlighted one particular problem faced by the target segment while importing. The last envelope opened to offer a single window solution from DHL.(The phrase ‘gone for a 6!’ that appears on all envelopes and leaflet, is a common term in Indian English which means that the problem has been taken care of.

The mailer was sent to a base of 3,400 prospects. 12.3% responded to the mailer, of which 30.6% were converted as DHL Import Express customers.

This response and conversion rate is considered exceptionally high in a market where the freight forwarder mode of import is an age-old habit. The DHL solution succeeded in establishing a new importing trend in a strongly habit driven segment.