MMC>Knowledge centre>Case studies>Hiscox re-permissions direct mail case study
Hiscox re-permissions direct mail case study
Author: Mail Media Centre
Date: 24 October 2011
Insurance company Hiscox had always focused its marketing efforts on acquiring customers rather than retaining them.
So when they wanted to introduce retention communications to existing customers, they found they had a problem – they could only talk to 7% of them.
Hiscox sent a letter to 48,000 of its existing customers who hadn’t opted in, asking them to reconsider their contact preferences.
They were asked to complete and return a reply card, where they could opt in to post, email or phone communications, as well as carefully selected third parties and customer feedback (for Hiscox’s own research purposes).
Hiscox set a target response rate of 10% but received an actual response rate of 19% – almost double the original goal. That equated to more than 9,000 replies from the 48,000 policy holders mailed.
To find out why the mailer was so effective, click the ‘download’ button below.