How to use data to target marketing in the insurance sector

Big budget branding campaigns by the likes of Swiftcover and Churchill Insurance are now commonplace in the insurance sector.

But the specific nature of insurance products means that a more personalised, targeted method of customer acquisition such as direct mail is also needed.

John Pooley, managing director of The Data Partnership, explains how to create accurately targeted direct mail campaigns by using consumer data intelligently.

Among the topic covered:
• Tips for engaging with customers interested in different types of insurance 
• Getting the most out of your customer database
• Integrating your campaign with other channels

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