A More Direct Approach

the challenge

This specialty insurance provider has established a reputation as market-leader in protecting classic car owners, with 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.

a senior man driving a classic red sports car on a country road

the 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.

the 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.

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