The Challenge

A tired control package had resulted in a steady decline in response and conversion rates. In addition, there was little differentiation in the broad market and trigger creative concepts. A production solution was needed to support testing strategies with a new data provider to turn around response rates.

Applying Our Capabilities

IWCO Direct introduced a Champion/Challenger model. This supported a testing strategy that differentiated broad market and trigger packages. We tailored an automated workflow to support 24-hour turn on the trigger program. Our partnership with the data provider drove efficiency and lowered costs for the testing strategy.

The Results

The response to our Challenger formats resulted in a 27% lift in response rate compared to the Champion format. Parallel strategies were developed for broad market and trigger programs, with cross-sell, up-sell, and winback programs beating quarterly projections for 18 months. Postage savings were attained even while versioning increased. After introducing these new creative packages across all programs, response rate increased fivefold by taking full advantage of our enhanced capabilities such as Drop-on-Demand (DOD) cards.

Want to hear more about partnering production and data? Contact us.


link https://www.iwco.com/direct-marketing-case-studies/insurance-marketing/