As a 2nd stage strategy the 'non-responding' list of a previously targeted Card Member segment of frequent travellers were again offered travel insurance with a low cost Direct Mailed postcard. This 2nd stage activity was rolled out in a continuos small batches. As a further test, this proposition focused on 'your travel cover keeping up with your travel' and was further incentivised with Rewards points.
Cost effective 2nd touchpoint (postcard) sent to previously contacted audience improved customer experience through a online application form signup option.
Ongoing drip feed of applicants at a very low cost per conversion.