Helping the brand ‘grow the book’
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High end insurance brand, Chubb, needed help to ‘grow the book’ with a focus on direct mail targeting acquisition and upsell/cross sell within the client product base. With limited client email data held, the secondary objective was to encourage digital sign up to added value services, with a view to future e-marketing comms.
We designed data strategies for both acquisition and customer mailings, including creating a segmentation model of the client base. This enabled Chubb to identify where investment should be prioritised and to produce a suite of highty personalised mailings to meet each segment objective. Our creative challenge was to produce beautiful mailings that balanced premium brand values with hard-working DM technique.
Production of a more targeted suite of communications with highly pertinent content to a high value audience. Early indications of strong engagement. A segmentation model to support the business objectives and control the redistribution of marketing investment to prioritise greatest opportunity.