Questions? Feedback? powered by Olark live chat software Social Data Delivers Amazing Direct Mail Results

Industry

Insurance

Channel

Direct Mail

Industry:

Insurance

Channel:

Direct Mail

Challenge

For one health and life insurance company, direct mail was a go-to channel for acquisition. However, it struggled to find enough qualified prospects to scale the success of the program. They challenged Alliant to produce an audience of prospects incremental to their existing data sources – and capable of achieving aggressive KPI goals.

Solution

When packaging prospect audiences for direct mail targeting, standard practice is to start with a baseline of consumers who have recently responded to direct mail offers. While recency and response channel are indeed powerful predictors, Alliant needed to innovate a different approach to uncover a new stream of prospects beyond what they were getting from other providers. And the solution was social.

 

Results

Not only did Alliant produce a new source of prospects, but its CPA (cost per acquisition) was 68% better than campaign average. The insurance marketer was thrilled with the results and now considers Alliant a key source for data innovation and audience targeting solutions.

 

How’d we do it? The Alliant data science team:

  • Harvested consumers that follow health & Medicare brands on social media including the insurance company’s account as well as those of competitive brands

  • Mapped the followers to Alliant’s prospect database of 270M consumers using hashed email addresses

  • Identified prospects that most resemble the harvested audience using a look-alike model and deep demographic, transactional and behavioral insights

  • Scored the prospect audience with a optimization model to predict those most likely to respond through via direct mail

Insight at Work

68%

better than campaign average (CPA)