CLIENT:
Auto Insurance Marketer
CHALLENGE:
An auto insurance company wanted to explore direct mail as a customer acquisition channel but was unsure how to effectively target the right audience. They needed a strategic approach to test direct mail while ensuring a strong return on investment.
SOLUTION:
We developed a data-driven direct mail strategy, with a full turnkey solution, leveraging audience segmentation and life-event targeting to identify high-intent prospects. By testing multiple creative formats, messaging variations, and offer structures, the client was able to optimize engagement and response rates.
Implementation
- Targeting Precision: Used demographic, behavioral, and life events to create high-converting audience segments.
- A/B Testing: Ran controlled tests with different creative approaches, formats, messaging styles, and incentives.
- Performance Tracking: Measured response rates, conversions, and policy sign-ups to refine targeting and messaging.
RESULTS:
The campaign yielded a positive ROI in the first mailing and the client is now currently looking to successfully scale their direct mail efforts based on insights gained from initial testing.
By combining data-driven targeting with a structured testing framework, SMS helped this insurance company unlock the potential of direct mail, turning it into a scalable and profitable marketing channel.