AIG Boosts Response Rates by 30% with Data-Driven Targeting

Leveraging a 150M-Household Database and Clone Models, AIG Achieves Highest Campaign Success in 6 Years

Highlights

30% Lift in Response Rate

RMG’s targeted approach boosted AIG’s direct mail and email response rate by 30–31% — the highest in 6 years.

10–30% Higher Response Likelihood

Campaigns focused on the top 2–3 deciles of prospects were 10–30% more likely to respond.

Precision TArgeting

RMG used a normative data file of 150 million households to build clone models and identify the top 20–30% of most likely responders.

Fresh Audience Success

Despite market saturation, RMG delivered fresh, highly targeted prospects that drove record-breaking inbound call center traffic.

Summary

Region

National

industry

Insurance

Company size

Large

rmg solutions

Digital Marketing

about

AIG, a leading global insurance organization, provides expertise to a large number of businesses and individuals. AIG worked with RMG to better understand their target audience.

Challenge

Recognizing that affluent audiences are difficult to incentivize to respond, our creative approach centered on critical themes that would resonate with the audience – coverage levels, value, customer service and lifestyle.

strategy

RMG maintains a normative data file of over 150 million households from which we can source purchased lists and select criteria that aligns with our client’s target audience. Leveraging our previous experience, we built clone models using existing AIG customers and then scored our prospect universe against the response model. This allowed us to select fresh prospects for AIG campaign testing.

solution

Our analysis identified the top 2-3 deciles from our response models, allowing us to develop campaigns focused on those prospects that were 10-30% more likely to respond. The campaign generated very significant response – to agents and to the internal call center, producing the highest net response rate and booking rate in 8 years.

results

After building the model to identify the top 20-30% of most likely responders, the model was used to get look-alike audiences of fresh prospects. RMG delivered creative for AIG that aligned with the new customer set. This campaign helped increase the response rate by 30-31% of their Direct Mail and Email and gave them the highest response rate in 6 years.

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