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Agenda

Agenda. Challenges Goals Campaign Elements Results What We Learned. Challenges. Graying Demographics Diminishing returns from Traditional Direct Mail Increased cost of direct mail Non-traditional competition for customers Affinity clients reluctant to email. Process.

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Agenda

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Presentation Transcript

  1. Agenda • Challenges • Goals • Campaign Elements • Results • What We Learned

  2. Challenges • Graying Demographics • Diminishing returns from Traditional Direct Mail • Increased cost of direct mail • Non-traditional competition for customers • Affinity clients reluctant to email

  3. Process • Early realization that campaign expertise not available in-house • Conducted extensive interviews with three very capable firms • Chose DMW • Innovative new tools – eTVmail linked to Microsites

  4. Goals • Reach younger members • Open new marketing channel • Increase offer frequency • Promote our Affinity Partners • Differentiation required to acquire new Associations

  5. Campaign Elements • Traditional Tools • Print Advertising • Direct Mail • Non-Traditional Tools • Electronic Email – eTVmail • Microsites

  6. eTVmail

  7. Microsites • Dedicated Site for each Association (Client) • Lawyers Professional Liability (LPL) product information • Life product information & rate calculation • Online application or opportunity to download application • Centralized database • Measurement Metrics

  8. Liability Results Business to Business • 14,500 emails sent • 32.3% opened • 3.5% click through rate • 2.38 pages viewed per visit • 1’ 32”average time on site • 13% of visitors requested a quote

  9. Life Results Business to Consumer • 38,000 emails sent • 1.7% click through rate • 2.89 pages viewed per visit • 2’ 3” average time on site • 73% of visitors requested a quote

  10. What We Learned • Clients and Customers want email marketing • Multi-channel approach critical • Convenience is a differentiator • Metrics of the Internet are invaluable • Demographic cohorts do respond differently

  11. What We Learned • Need to be flexible with control of lists • Brand recognition does get email opened • Need to switch from market push to pull with consumer subscriptions

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