Overview

Acquisition Efforts in Consumer Finance: Direct Mail

Goal

Leverage direct mail to increase engagement with your list of prospects and aged leads, and reach those consumers outside of your traditional digital channels.

Focus campaign performance on metrics directly associated with call-to-actions in your direct mail piece, such as inbound dials and site visits.

Strategy

While direct mail can increase CPA, this channel may be your best means of engaging with prospects who aren’t responding to your digital-based outreach.

As soon as you see in-market signals for these consumers, include them in bi-weekly or monthly direct mail drops to increase awareness outside of  your traditional digital channels.  This strategy is great for reviving aged leads and extracting value out of an otherwise untouched portion of your portfolio.

Initial Test
Group 1: Consumers with Activity (‘Seen’)
Group 2: Consumers with No Activity (‘Not Seen’)
Treatment: Send same direct mail pieces to both groups, using
Group 2 as the control group
Measurement: Lift in inbound dials and/or
site visits between Groups 1 & 2
Play 01

Direct Mail Engaged Non-Converters

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Play 02

Direct Mail Non-Digital Engagers

#consumer-finance #acquisition #direct-mail