8,656 magazines were sent out.The response rate to the initiative was 4.21%.

Communicate to Mercedes-Benz’s customers that the Mercedes Magazine (sent to them on a quarterly basis to their homes) would now also be made available in a digital format. For this purpose they simply had to indicate their e-mail address to us.

All interested Mercedes customers, may receive their Mercedes Magazine via e-mail prior to receiving it by standard post. In order to demonstrate the advantages of this novelty, the April edition of the magazine was sent in an envelope identical to that of the email. The mail contained a pre-franked envelope to be returned with the required data.

Sending out the Mercedes Magazine to customers involves relatively high costs. Through this approach, customers felt that they were being rewarded by early dispatch of the magazine, and also a habit was created in receiving the magazine in a digital format thereby reducing communication costs in a natural manner.