Challenge:
L&G’s key customer recruitment channel for their over 50’s life insurance product was direct mail, and when GDPR came into force in May 2018 we needed to come up with a cost-effective strategy to recruit the same number of customers, but through new channels not reliant on PII. Door drop seemed like a good option to explore with it being mail with no use of personal data.
Impact:
We built a decile model using the postcode data from responses gathered from the past 2 years’ worth of direct mail recruitment activity, this allowed us to identify look-a-like postal sectors with a high propensity to convert; an ideal start to recruiting new customers.
Results:
Using postcode data allowed us to be highly targeted and reach potential customers in a very similar way to postal mailings, whilst remaining GDPR-complaint. Although the response rate was lower for door drop in comparison to direct mail, the ROI remained efficient with the lower door drop costs.
Outcome:
The campaign results were so impressive, L&G increased their door drop volumes by 300% across the following year. The meant a high number of new customers recruited through a cost-efficient channel.
