The Challenge
After experiencing a decline in annual premium, this specialty insurer was looking for a partner to explore a new approach to direct mail creative.
How We Helped
As a highly regarded brand in the industry, SeQuel understood the importance of preserving this brand’s integrity within the direct mail channel. Working as an extension of the insurer’s in-house marketing group, SeQuel utilized direct response best practices to design more than 50 creative concepts. Although letter (envelope) packages traditionally outperform self-mailers in the insurance industry, initial testing identified a self-mailer as the best performing concept, beating the previous control package by a 12% sales rate. To continue optimizing the client’s direct mail program, SeQuel follows a regimented creative testing schedule in which new packages consistently boost performance metrics.
