Ensuring a return
A local design company have a client in the medical health insurance industry – they are part of a larger broking group, which provides a complete insurance service – from home contents right through to motor and business insurance.
The design company spotted that, although based in the same office and using cross over staff, the businesses were run as totally independent units with their own separate databases of customers. After a chat with the directors the design company suggested merging the databases of all the divisions into one comprehensive file.
This enabled the database to be used to sell other available services to existing clients who only bought part of the group’s offerings.
After consultation with Pelican Press the design company created personalised mailers with an attached “helpline” card, which cross-sold other insurance services. So, an individual who had bought medical cover might have been offered key man insurance (depending on the variable data in the database), similarly someone who had life cover bought through the company might have been offered home contents insurance – and so on.
Although, looked at in terms of mailer cost, the project was a little more expensive per mailer than conventional print; the cost per customer gained was actually significantly less. In fact the results were so encouraging that the group is now eager to perform similar exercises for each division.