Challenge
L&G’s key customer recruitment channel for their over 50’s life insurance product was direct mail, and when GDPR came into force in May 2018 we needed to come up with a cost-effective strategy to recruit the same number of customers, but through new channels not reliant on PII. Door drop seemed like a good option to explore with it being mail with no use of personal data.
Impact
We built a decile model using the postcode data from responses gathered from the past 2 years’ worth of direct mail recruitment activity, this allowed us to identify look-a-like postal sectors with a high propensity to convert; an ideal start to recruiting new customers.
Results
Using postcode data allowed us to be highly targeted and reach potential customers in a very similar way to postal mailings, whilst remaining GDPR-complaint. Although the response rate was lower for door drop in comparison to direct mail, the ROI remained efficient with the lower door drop costs.
Outcome
The campaign results were so impressive, L&G increased their door drop volumes by 300% across the following year. The meant a high number of new customers recruited through a cost-efficient channel.
300%
increase in volume YoY
