That’s exactly why we decided to enter the NOTINO Loyalty Envelope Campaign into the prestigious Marketing Diamond Awards in Hungary, in the Customer Experience & Loyalty Programs category.
For us, this isn’t just about taking part in a competition. It’s an opportunity to open a professional discussion about the real value of in-parcel inserts—as a channel that connects customer experience, performance, and loyalty in one solution.
The right moment. The right context.
The project was created in collaboration with Notino and was built on a simple but crucial insight: the moment an order is delivered is the peak of the customer experience. The customer has the product in hand, is in a positive emotional state, and is naturally open to another brand interaction.
By using a dedicated branded envelope with personalized benefits and a QR mechanism, the parcel became a natural carrier of loyalty communication—integrated directly into the existing fulfillment process, without disrupting the customer journey.
Offline that can be measured precisely
The campaign ran across six countries (SK, CZ, PL, HU, RO, BG) in two waves and confirmed that offline communication can be just as data-precise and measurable as digital channels:
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4% conversion rate in both waves,
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11–25% of customers made a repeat purchase,
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41–60% of customers remained active after 30/60/90 days,
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no additional media spend needed—thanks to leveraging existing distribution infrastructure.
For B2B brands, the key is that every distributed piece was linked to a specific customer and a measurable outcome. No media waste—full control over reach.
More value for everyone involved
The solution also included collaboration with non-competing partner brands. They gained a precisely targeted acquisition channel, while the customer received more value in a single parcel. The result was a synergy model in which the e-shop, partners, and the end customer all benefited.
From Notino’s perspective, it was confirmed that the parcel can serve as a platform for building a long-term customer relationship—not just a one-off promotional activity.
Why Marketing Diamond Awards?
We see participation in the Marketing Diamond Awards as confirmation that insert marketing has a strong place in modern marketing strategy. At a time when online acquisition costs are rising, owned distribution is becoming one of the few channels a brand can fully control—using it both for performance and relationship-building at the same time.
That’s also why at BALÍK PLUS we don’t see in-parcel inserts as a campaign add-on, but as a strategic customer experience tool with a measurable impact on loyalty and repeat purchases.
The experience from the NOTINO Loyalty Envelope project confirmed for us that an in-parcel insert can function as a true marketing channel—not only in terms of performance, but also for long-term customer relationship building. This is the principle we’re building on today as we take the next step within the BALÍK PLUS portfolio.
