An advent calendar on the website – PSD Bank Berlin-Brandenburg had already implemented this idea in the past, but without a consistent link to email marketing. When it received a call from Inxmail and was introduced to the advent calendar service, it was immediately impressed by the comprehensive concept. Normally, PSD Bank relies on personal contact with its customers – not least at numerous events. In times of coronavirus and social distancing, other concepts are needed to retain customers. The advent calendar came at just the right time during the Christmas season to offer customers a pleasant distraction and create opportunities for online interaction.

Another advantage was the ability to generate new addresses and enhance profile data – and all in full compliance with the law.

The PSD Bank used all touchpoints to draw its customers' attention to the advent calendar. Cards were laid out at the ATMs that could be used to register for the campaign. The advent calendar was featured in the customer magazine and newsletter. It was also possible to register for the advent calendar on the website and via Facebook.

To participate in the Advent calendar, interested parties had to register using a form on the website. After confirming the double opt-in, participants received a login email that allowed them to access the Advent calendar. This allowed them to virtually open a new door every day in December until Christmas and take part in the daily raffle. Interested parties also received a separate double opt-in mailing for the newsletter. Both double opt-ins could be confirmed or rejected independently of each other.

The prizes for the advent calendar were obtained from regional companies and providers, such as a regional wine package, a voucher for the restaurant in the TV tower or day tickets for the local spa. A winner was drawn from the participants every day. The corresponding prizes promoted the regional perception and the positive image for both the companies and their employees as well as for the PSD Bank.

It was possible at any time to unsubscribe from the campaign and all other associated information services. To do so, the recipient simply had to click on the unsubscribe link in the corresponding mailing.

“We worked closely with the Inxmail team and in just a few weeks we had set up a calendar that met our exact individual requirements.”

Stefanie Voigt, Marketing Manager, PSD Bank Berlin-Brandenburg

The investment of the PSD Bank in the Advent calendar service has paid off, so that a repeat of the campaign has already been decided. The measurable success is reflected in the following points:

• The number of new leads acquired during the campaign period has tripled.
• The opening rate in the campaign newsletters has increased by almost 10 percent.
• The click rate in the campaign newsletters was three to four times higher than before.

• No massive unsubscribes from the newsletter in January and February, thus a real gain and more recipients in the mailing list.

Regardless of this, the advent calendar has positively contributed to customer loyalty and at the same time helped to strengthen the brand and raise awareness of the products. There are no specific results available here.

The new email addresses were generated in accordance with the law and are of high quality. The profiles in the address data were enriched (for example, title, first and last name) and now enable a more direct approach. The exciting topics and attractive prizes helped to awaken dormant customers and bring them back into a regular dialog.