Direct mail testing for Your Co-op Travel
The latest edition of Your Co-op Travel magazine promotes the wide range of holidays on offer with Co-op Holidays, a new sub-brand of Your Co-op Travel.
For this edition, we decided to run a direct mail test. One segment of the customer base will be sent a physical copy of the magazine, while another segment will be sent a simple postcard with a QR code. When the code is scanned, the reader gets taken to an online version of the magazine.
We’re interested to see which tactic drives the biggest uplift in readership.
As well as a showcase of the exclusive trips available through Co-op Holidays, the magazine format allows us to explore popular topics in more detail.
Rain has washed out the summer for many of us here in the UK. So, we wrote an article highlighting 4 winter sun escapes, targeting people looking to get away somewhere warm later in the year.
Then for the people who love to explore the world, we wrote a piece on touring holidays. From wildlife spotting in tropical rainforests to discovering the Mayan pyramids, there’s something for every adventurer on offer.
Train travel is trending, too. Compared to flying, rail travel offers a lower carbon footprint and a higher standard of comfort. So, it’s little wonder that more and more people are taking the train to see the world. That’s why we included an article on how people can travel more sustainably by taking the Eurostar.
The magazine has been very well received across the business. It will land on people’s doormats very soon, and we can’t wait to see the results.