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Increasing reach and return with Partially Addressed Mail

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.

PAM test results: 20% uplift in reach and 30% in ROI

Over the years we have developed a very tight targeting model for each of the villages – each driven by geography and using a mix of different affluence and age criteria. We use this model to drive door drop – identifying the most performant postal sectors, as well as to make selections for personalised direct mail.

This model was applied to PAM postcode selections:

  • Identifying the best performing postcodes within marginal and non performing postal sectors
  • Identifying postcodes that had been effective in generating leads in the past
  • Deduping any existing leads (or customers) from those postcodes.

Targeting

We developed a full direct mail pack to PAM recipients – proven in direct mail – that enabled us to tell the full Audley Retirement Villages story and engage our customers with the brand and our sales teams.

[Constant refining of pack formats, image selections and incentives, the results have continued to climb – this proven direct mail creative was deployed into our PAM selections]

What we learned

  • We can apply the same approach to targeting to PAM as we have done to door drop – tweaking it to meet the requirements of PAM
  • Prospects respond very similarly to PAM as they do to direct mail
  • PAM can extend reach and deliver ROI against the additional audience – making it as effective as direct mail, but with added volume
  • PAM will form part of our communications mix going forward

Golden Charter

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.

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