-
-
-
- UPS Newsletters
- Global shipping giant UPS delivers about 15 million packages worldwide every day. But effectively communicating UPS’s broad and constantly growing array of services and products to such a large and diverse customer group was a huge challenge.
Story worked with UPS to consolidate its three existing newsletters into Compass, a single new program with print, web, and e-mail components. Story used the techniques of mainstream business journalism to focus on customer stories. A sophisticated and cost-effective versioning plan ensured that key segments of UPS’s audience received the information most suited to their needs. UPS customers may receive monthly e-mail news updates relevant to their industry and job responsibilities.
The results have been impressive. More than 50% of readers said a story in Compass prompted them to try a UPS product or service. The program cut UPS’s publishing costs by 8%, yet annually generates more than double the content of the combined previous publications and triple the number of customer contacts. And although 16% of UPS customers surveyed expressed a preference for online content, web site traffic has grown steadily, with Compass online receiving an average of 40,000 page views per month.
- Mainstream business journalism with print, web and email components.
-
