Insurance Marketing Agency Partners With Direct Group To Drive Success in Customer Acquisition, Retention and Cross-Promotion

The Challenge 

A leading marketing agency serving the insurance industry sought to partner with Direct Group for sales-lead list generation, campaign management, direct-mail fulfillment and response-reporting capabilities for a large auto and specialty insurance company.  

The client’s goal was to execute sustainable, repeatable direct marketing programs to support new-customer acquisition.

Solution

A dedicated Direct Group team worked with the client on the campaign management process, which included defining target selection criteria, targeting within client-defined marketing segments and determining the performance measurements required for the program. Data sources included the client’s models and data, commercial consumer credit data and other external (non-credit) data.With quality-assurance testing as an integral part of the entire process, Direct Group delivered finished direct marketing lists for execution in direct mail, telemarketing and e-mail programs. 

The resulting campaigns involved multiple, targeted direct mail marketing programs demanding short – sometimes concurrent – production cycles, frequent file exchanges to update and maintain targeting data, large-scale data management support and day-to-day client interaction.  

Results  

Direct Group currently delivers more than 100 million auto insurance leads to this client every year for multiple major insurance carriers through consistent, timely, high-quality targeted marketing programs.   In addition, Direct Group supports the measurement of responses and conversions to improve client targeting models, determine appropriate channel distribution, and evaluate seasonality factors that can influence future campaigns. .