Overview

Acquisition Efforts in Insurance: Direct Mail

Goal

Leverage direct mail to increase quotes and engagement (top of funnel) for prospects and aged leads as soon as Activate sees them back in-market.

Reach these consumers outside of your traditional digital channels, and focus campaign performance on metrics directly associated with call-to-actions in your direct mail piece, such as inbound dials and site visits.

Strategy

As soon as you see Activate 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. Focus your messaging on highlighting the current offers and value specific to the product(s) the consumer is shopping for.

This channel strategy is great for reviving aged leads and extracting value out of an otherwise untouched portion of your portfolio, and may be your best means of engaging with prospects who aren’t responding to your digital-based outreach.

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

Reduce Direct Mail Spends

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Play 02

Direct Mail to In-Market Consumers

#insurance #acquisition #direct-mail