Service: Consumer Direct Marketing
Industry: Insurance
01 | Need
- Direct contact program designed to elicit enrollment in a health care plan
- Reduce overall marketing spending while maintaining rate of enrollment
02 | Solution
- Designed and implemented a Lead Generation and Age-in campaign strategy based on multiple touches and offers
- Created a predictive model using demographic, income and home value data to identify prospects with the highest propensity to enroll
- Incorporated more relevant, variable messaging throughout direct mail communications
03 | Results
- Lead Generation campaign response improved 200%
- Age-in campaign response improved 700%
- Improved targeting eliminated low-probability prospects from mailing saving $600,000 in annual production and postage costs
- Cost per lead and cost per enroll was dramatically reduced