Cigna-HealthSpring 1:1 Targeted Display Campaign
When Cigna-HealthSpring asked us to provide a big jump in acquisition rates, we said, “How high?” Then we implemented an exciting new strategy called 1:1 targeted display. It’s a unique way to serve up digital display ads strictly to direct mail recipients—with no wasted media budget. We tested it against DM-only groups using our laser-focused creative, and the results were astonishing: 11% more leads, 31% more conversions, a 17% lower cost-per-sale and an 18% higher lead-to-sale ratio. That’s what we call “healthy” numbers.