Colgate Pro-Relief™ Direct Mailing results January 2011

Introduction customers sent a ClubCard endorsed direct mail pack with a Colgate Pro Relief offer Targeted to ClubCard active customers, who bought a sensitive toothpaste in the last 6 months Excluding existing Colgate Pro-Relief buyers Campaign period: 1 February – 15 March 2011 Offer: Colgate Pro Relief 35ml worth R12.99 – FREE. To be redeemed in-store on presentation of voucher. Mailed in English & Afrikaans.

Creative

Voucher redemption Mail qtyRedeemed vouchers% response % Mailed customers who redeemed the offer with the voucher in-store.

Total ‘sales’ from mailed group MailedTotal ‘sales’% response % Pro-Relief 35ml and 75ml ‘Sales’ - includes voucher redemption and sales of product without voucher redemption - within offer period.

Conclusions The mailing performed very well with (22%) customers going in-store to redeem their free toothpaste The mailing had a further positive spinoff with an additional 6600 Pro-Relief sales from the mailed customers - without the use (and cost) of the voucher.

Notes There were teething problems at the beginning of this campaign with a few stores not having stocks and the till not accepting the voucher. These problems were sorted out very quickly but the voucher redemptions during that period would not have been reflected. Due to the initial problems experienced Clicks sent a follow up to mailed customers who had not yet redeemed their voucher (those with an address and opt in consent). The open rates for the follow.

sent to customers within mailed group

results Total sentSuccessfully delivered Total viewsUnique views (87%)3528 (34.32%)1941 (18.9%) Total Views: The total number of times the was opened by recipients on the distribution list. This figure can include repeat openings by these individuals. Unique Views: The number of unique recipients on the distribution list that opened the .