At Golley Slater our role is to generate leads among prospective buyers of Audley’s 19 luxury retirement villages. Communications deliver to both brand and response objectives, but everything is ultimately calculated on the basis of ROI.
A perennial problem is ‘reach’ among new audiences in the limited geographies around each location. A problem exacerbated by the advent of GDPR and the reduction of available data for direct mail and email.
Our primary target is the affluent over 65 who is responsive to personalised print media. When Partially Addressed Mail came along it became obvious that we should test it carefully into our direct mail and door-drop media mix.
Email plays a unique and important role in the Audley Villages marketing mix.
Golden Charter, one of the UK’s leading funeral plan providers saw an uplift in leads of 51% compared to ‘natural flow’ in those areas that received PAM. This was coupled with a reduction in cost per lead of over 30% against forecast. PAM opened up geographical areas that were previously underperforming, extending reach with a high cost-efficiency.