Challenge
Emerging home warranty provider American Home Protect looked to increase the effectiveness of their targeted marketing efforts and reduce expenses. With an inbound telemarketing approach to customer acquisition, driving the right audiences to their call center using direct mail is mission critical to meet revenue goals. Challenges with the increased costs of paper and postage, along with telesales staffing, had American Home Protect seeking an audience solution to reach the most receptive target customers more effectively and efficiently.
Solution
Alliant collaborated closely with American Home Protect to build a custom optimization model based on their direct mail response data combined with our predictive modeling capabilities. The process began with our Data Science team reviewing a years’ worth of American Home Protect direct mail response and conversion data. A custom solution was then built to accurately identify the best prospects, while also suppressing those least likely to respond.
INDUSTRY
Home Warranty
CHANNEL
Direct Mail
GOALS
Audience Targeting, Marketing Effectiveness, Cost Savings
Results
Through Alliant direct mail optimization, American Home Protect was able to elevate their direct mail marketing efforts and generate substantial cost savings. A strategic three-phased mailing approach was rolled out and optimized regularly for optimal results.
