Case Studies > Insurance > Hagerty
Hagerty Tests the Road to DTC: Predictive Model Drives Targeted Outreach
For the first time, the classic car insurer explored direct-to-consumer marketing, using data-driven modeling to reach high-propensity households through email and direct mail.
Highlights
First-Ever dtc test breaks tradtion
Hagerty explored direct-to-consumer marketing for the first time, moving beyond word-of-mouth and agent-led growth.
multi-channel boosts engagement
A campaign combining direct mail and email drove 3–6% response rates across 100K households, validating the impact of a multi-touch approach.
predictive model target likely responders
RMG used policyholder data to build a model identifying households most likely to engage based on car ownership and key demographics.
clear insights guide future strategy
The pilot revealed high-performing demographics and geographies, offering valuable direction for future targeting and agent support.
Summary
Region
- National
industry
- Insurance
Company size
- Large
rmg solutions
- Direct Mail
about
Hagerty is a speciality insurance provider that has established its reputation as market-leader in protecting classic car owners.
Challenge
Hagerty is an iconic brand that had been built through traditional advertising channels and a fleet of independent agents. For the first time in their history, they were intrigued to test direct-to-consumer marketing to evaluate the channel.
strategy
The client provided RMG with non-PII policyholder data that allowed us to build a propensity model to evaluate the likelihood of responding to direct marketing. We identified key demographics that would influence interest in marketing messaging and determined that a multi-channel approach was important to expose our target prospects to the brand and value proposition.
solution
Using our propensity model to drive audience selection, we identified the primary test markets and created a series of direct mail and email pieces. Past experience helped determine that adding a second channel could life response by up to 33% so our postcard and self-mailer pieces were supported with three email drops. Key insights gained included best-responding age, income and geographic markets for future focus. In addition, valuable lead generation opportunities of agents were defined from the multii-channel campaign.
results
Hagerty, a brand historically built through traditional advertising, events, and word-of-mouth, had never tested direct-to-consumer (DTC) marketing due to their non-captive agency model. To explore the channel’s potential, they partnered with RMG to launch a data-driven pilot campaign.
Using existing policyholder data, RMG built a predictive model focused on classic vehicle ownership and key demographics to identify high-propensity households. The campaign targeted 100,000 households with a combination of direct mail and email—a multi-channel approach designed to boost engagement.
The campaign delivered a 3–6% response rate, below the 10% target but still indicative of potential for the DTC channel. Budget constraints limited the number of direct mail drops, and with a change in marketing leadership, the initiative did not progress further. However, the test validated the model’s effectiveness and provided valuable insights for future audience targeting.
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