Transforming Direct Mail
Campaigns

A prominent over 50’s travel insurance provider sought to enhance their direct mail marketing campaigns to target prospective customers more effectively. With a commitment to personalised engagement and data-driven strategies, they partnered with us to revolutionise their approach. The challenge was twofold: to refine the targeting of their direct mail campaigns and to elevate their response rates. The client recognised the potential of tapping into prospect data and harnessing data analytics to optimise their outreach.

Leveraging the client's existing customer data, our team created a sophisticated propensity model to identify prospects who were most likely to respond positively and convert into customers. The model considered various factors such as age, travel preferences, and past engagement with similar offerings. Using the propensity model, we meticulously refined the client’s prospect data to create a highly targeted mailing list. By focusing on individuals with a higher likelihood of conversion, the campaign’s foundation was strengthened. The team then crafted personalised messages tailored to the unique preferences and needs of the prospective audience.

See how our propensity modelling, targeting and messaging informed a direct mail campaign that received over 0.80% response rate, leading to a notable increase in new customers.