HML financial services direct mail case study

Financial services company HML enjoyed a dominant share of the outsourced mortgage servicing market but wanted to extend its client base to a wider variety of financial institutions and highlight its technical expertise in an imaginative way. It was also important for the brand to reassure existing clients that they had made the right decision in partnering with HML.

B2B agency Gyro HSR decided to target decision-makers and senior managers at building societies, investment banks and high street banks with a sleek, black, highly personalised mail pack which contained a 7in digital photo frame and a 1GB memory card. A personalised letter and the pack's other contents all reflected HML's new branding and contained tailored messages relevant to the recipient's industry sector. 

The frame also gave HML a great opportunity to follow up the conversation at a later stage by mailing previous recipients a memory card with updated messages.

The three-month staggered campaign notched up a 17% response rate from this hard-to-reach audience – a combination of tight targeting and effective personalisation. More importantly, awareness and perception of the HML brand were much improved for both new and existing customers, and recipients said they were more likely to recommend the company than before.