Retention Efforts in Consumer Finance: Direct Mail
Utilize Activate to focus direct mail targeting on those customers that are actively shopping – helping to spend more efficiency in a traditionally expensive channel.
Leverage direct mail drops to retain and recapture customers that have ‘low’ and ‘high’ Activate in-market signals for purchase or refinance journeys, indicating they may be likely to Pay in Full as a result.
Focus campaign performance on metrics directly associated with call-to-actions in your mail piece, such as inbound dials and site visits.
Deliver a well-timed physical piece of marketing collateral to customers with ‘low’ or ‘high’ Activate in-market signals. Include messaging on offers and/or content related to mortgage purchase or refinance, along with the benefits of maintaining a mortgage with your company.
|Group 1:||Consumers with Activity ‘Seen’|
|Group 2:||Consumers with No Activity ‘Not Seen’|
|Treatment:||Send same direct mail pieces to both groups,
using the ‘Not Seen’ group as your control group
|Measurement:||Lift in in-bound dials and/or
site visits between Groups 1 & 2