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