MORE THAN direct mail case study

How do you persuade consumers not to shop around every time their motor insurance is up for renewal? MORE TH>N rewarded customer loyalty with a box of winter treats, timed to arrive in the depths of winter. Created by Stephen Francis Whitson, the direct mail pack contained a branded ice-scraper, demister cloth and a small torch, along with the catchphrase ‘The British winter. We’ve got it covered.’

Retention levels at renewal time will reveal how effective this campaign is, and serves as a stark reminder to marketers obsessed with acquisition targets that they ignore existing ones at their peril. After all, it’s much cheaper to keep a punter than it is to buy a new one.