5. reward entire database to aid loyalty and retentionGiven the challenging business environment and severe pressure on marketing budgets it was critical to demonstrate a strong commercial return for any planned campaign.
6. Brand Migration Campaign The Target Market Entire Aviva Group Ireland customer database (727,633 records segmented into 11 unique customer segments driven by product ownership, which were further defined into four customer groups).
7. Brand Migration Campaign The Thinking The data was de-duped externally and certain hierarchy rules applied. A segmentation model of 11 customer segments resulted, driven by policy ownership, Data Protection permission, types of policies they had and their relationship with Aviva. Segments were further defined into 4 groups with clear campaign objectives for each.
8. Brand Migration Campaign The Mailing Customers received a unique personalised A4 letter (one of 11 types) depending on their segment tailored by targeted product offers, with a variable call to action, variable data protection wording and variable lead generation questions. Each letter contained a unique customer code for tracking. A lead generation form was used to gather additional renewal dates across Aviva’s General Insurance/Life and Health product portfolio. The unique code enabled customers to respond by Freepost or via a microsite www.avivacompetition.ie. All customers received an Aviva corporate brochure with product detail, strength of Aviva, details of discounts and savings and information of Aviva stadium pre launch.
9.
10. Brand Migration Campaign The Results 10% response rate to lead generation questions 8% response rate for competition entries 75% lower than standard cost per acquisition Marketable database was extended from 165k to 590k customers
11. Talk to us Talk to us sign up @ anpost.ie/mailmedia We’re the go-to people for anything to do with maximum return on investment and sales success with Direct Mail @MailMediaUnit