Overview

Retention Efforts in Consumer Finance: Direct Mail

Goal

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.

Strategy

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.

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 the ‘Not Seen’ group as your control group
Measurement: Lift in in-bound dials and/or
site visits between Groups 1 & 2
Play 01

Churn-Risk Direct Mail

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