With each T-mobile call Miles & More members can automatically collect miles. The only premise: one has to register to T-mobile. Anyone who doesn’t apply (or change to T-mobile as a provider) will not be able to collect miles per call.

We do not refer to the topics registration, changing of providers or collecting miles, but to the opposite and this quite drastically: the whole mailing consists of a postcard stating “NO” in huge letters. This “NO” is followed by statements: “I do not want to change my provider”, “I do not want to collect miles”, "I will gladly do without”.The explanation and positive answer is to be found on the flipside of the card.

So much for the “Naysayer”: the mailing was so successful that it will be repeated. 100,000 postcards provided 5,500 new customers, a conversion rate of 5.5%.