Creating Pet-Owner Specific Variables for Direct Marketing

Our client, the UK's best pet insurance provider in 2020, were targeting growth but in order to do so, they required a better understanding of their core and most loyal customers. Their requirements included information differentiating between cat and dog owners for campaign optimisation but also needed an improvement in conversion rates from their campaign activity.

We began by profiling the client's existing customer database to understand the core demographics, lifestyle interests, financial status and household composition, before selecting data based on the top scoring deciles. We overlaid pet ownership (conducting creative tests on dog v cat), and selected prospects based on their socio-economic status, affluence and age. We refined the selections further, splitting proportionally across the UK regions, and ensured the data was ready-to-mail, applying home mover and deceased screening and creating appropriate coding for response analysis.

See how our profiling and analytics enabled the client to deliver a successful direct mail campaign that exceded all targets, delivering a ROI of 2.5x.