Overview

Retention Efforts in Insurance: Direct Mail

Goal

Increase retention rates for your customers that Activate has seen back in-market shopping for insurance – leveraging direct mail as a way to engage these customers with timely and relevant marketing outside of traditional digital channels.

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

Strategy

When emails and calls are unresponsive, deliver a well-timed physical piece of direct mail marketing collateral to customers as soon as Activate shows them back in-market. Focus your content on messaging around customer appreciation, as well as special offers based on their loyalty with your brand.

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 inbound dials and/or
site visits between Groups 1 & 2
Play 01

Offline Top-of-Mind Direct Mail Piece

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