Company:
Insurance company serving regional and national client base for 23 years.
Situation Overview:
Company seeking to generate more sales leads from prospecting efforts. Currently spending marketing budget on print advertisements, mass mailings based on geography and online pay-per-click advertising. Limited tracking has been done to measure effectiveness of these campaigns.
Marketing Recommendation:
To generate more qualified leads, the recommendation is to use a multi-piece, personalized direct mail campaign, including a high-impact envelope package and more targeted lists.
Lists targeted to pre-qualified insurance buyers: business list compiled by annual sales, industry and location; consumer list based on age, income, home ownership and geographical
parameters.
Mailings personalized to reflect each agent’s specialty – no generic, mass mailings. Series of three direct mail pieces delivered to 300-500 prospects per each of 12 agents (3,600-6,000 pieces per mailing). Campaign to run 90-150 days.
• Mailing #1: Postcard with personalized text and images to reflect each agent’s specialty.
• Mailing #2: Envelope package including a personalized letter from agent and a tri-fold brochure.
• Mailing #3: Oversized postcard with variable text and images.
All mailings will include an informational offer for a free white paper and invitation to a free educational seminar. Response channels will include telephone number, fax, business reply card, and personalized URL (PURL) to respond online.
Follow-up email campaign – Send follow-up email to prospects who supplied email address. Re-affirm message. Offer a second white paper.
Measurement:
By securing a higher-quality mailing list and delivering more relevant and targeted messages, the quality of leads should
improve. Metrics used to evaluate effectiveness, improve performance and measure ROI include:
• New leads generated by mailings
• Response rates to individualized campaigns
• Number of meetings scheduled (tracked by agents)
• Number of new buyers (tracked by agents)
• Response and click-through rate on PURLs
• Seminar attendance
• White paper downloads and requests
Contact the marketing pros at Allegra when you’re ready for new growth strategies.
