Innovation Award

Netherlands

MyMail

Almost everyone in the Netherlands has used the PostNL-App at least once in their life. Mostly the app was used to track parcels, and people used it to buy/order stamps and other postal related items. Besides that the services in the app were more parcel related. Consumers have the possibility to give their preferences where to receive a parcel (at home, at the neighbour or at a retail point/store). PostNL wanted more engagement with the consumers, and consumers requested more insights regarding their mailpieces that were dropped in their physical mailbox. This sparked the idea of MyMail.

MyMail started as a service in the PostNL App, where consumers can see a picture of the post/lettermail they will receive in their mailbox on that day. This is helpful for the consumer, because they wanted to know what they could expect on a certain day. It also helped raise the NPS (Net Promoter Score) of our consumers and it created extra engagement with the PostNL-App. Consumers on our MyMail platform (currently 2.4 million and growing 30k monthly) are more active in the app (on average twice a week minimum), and have a higher NPS than consumers without MyMail. NPS is known as the Net Promoter Score. It is the way PostNL calculates consumer satisfaction while using the app. The NPS is essential for PostNL, because satisfied consumers are:

• More likely to visit the app more often (as we can see with MyMail, the consumers visit the app 2-3 times as much as other users of the PostNL-App)
• More likely to buy something from PostNL (we can also see this within MyMail, people with a MyMail account spend more on average, than people without a MyMail account).

When this service was introduced, we already thought of ways to evolve the product. Business Customers who are sending direct mailings to consumers, are struggling to increase the response, and so the ROI on their direct mailings. Besides that, some find it difficult to get a good and clear measurement of the response of an offline marketing tool like direct mailings. So we decided to add an extra layer to MyMail: give the customers the possibility to create an online response option on their offline direct mailings.