Data Sourcing, Direct Mail, Direct Response Advertising, Social Media
Proven Strategy
Direct Marketing was an alternate channel to existing marketing efforts. This campaign used direct channels and tested variable creative (personalised mail vs letterbox distribution). The brand proposition ‘we’ll do the shopping for you’ illustrated the Mortgage Choice key benefit. A shopping bag offered a Not Now, Maybe Later loyalty building option.
Customer Pathway
Whether receiving a personalised or non personalised the recipient was directed to enquire via telephone, email or online Landing Page which highlighted the supporting benefits and offered either a online estimate or adviser contact. Facebook and Digital Advertising supported Direct Mail activity.
Improved Results
As a test Direct Marketing proved a viable channel option. A future rollout delivered improved outcome taking learnings from leads generated during test.