The Challenge
After executing direct mail in-house for a few years, a brand specializing in home equity loans sought a full-service partner to elevate campaign performance and facilitate growth.
How We Helped
SeQuel relaunched the brand into mailboxes with a strategic testing approach to identify incremental new prospects and a control format. This involved analyzing performance based on credit variables such as unsecured debt amount, FICO, and debt ratio. Subsequent campaigns focused on additional creative and data testing to prepare for an aggressive H2 rollout. To further enhance offline campaign performance, SeQuel Surround™ was activated to target prospects through display advertisements during and after the direct mail in-home window—resulting in a 30%+ lift over the holdout. With SeQuel’s specialized knowledge in the finance sector, the campaign met lead and enrollment rate goals, staying below the client’s target CPEC of $1,000.
