Direct Mail Acquisition and Retention Case Study
Deep analysis plus great creative beat the control—and exceeded expectations.
With a heritage spanning over 200 years, The Hartford has long been a leader in the insurance and investment business.
The company had been very successful in acquiring and retaining customers through direct mail by co-branding with AARP. Yet marketplace pressure continued mounting with intense competition from many low-cost providers.
In an ongoing effort to improve performance of their direct mail acquisition program, they enlisted Anderson to develop a bold new challenger creative package.
Anderson embraced the opportunity to beat The Hartford’s control package and put our 20+ years of insurance industry expertise to work.
Our experienced team of insurance marketing experts launched a strategic creative development process that included:
- A comprehensive review of the competition’s direct mail campaigns to identify winning trends― and perfectly position The Hartford/AARP
- An in-depth analysis of the client’s testing history to understand what worked and what didn’t
- Thorough research and data analysis to develop keen, actionable customer insights
- Four dazzling and highly distinctive creative concepts based on direct marketing best practices
Anderson’s strategic and creative explorations met and far exceeded the client’s expectations.
The Hartford selected not one but three out of the four concepts presented.
Although specific results are confidential, one of our new creative packages performed so well it was selected for a roll-out.
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