CASE STUDY: AUTO OWNERS
SKM Media Group Auto Mail
Campaign Achieves ROI of 480% The Challenge A regional office (The Region) of one of the largest insurance companies in the United States was finding it difficult to generate qualified auto insurance leads for its sales team using generic, non-turn-key marketing methods.
The turn-key direct mail campaign produced amazing results including 125 phone calls – a response rate of 1.25% – that lead to 15 auto insurance policies written.
In light of the situation, the main challenge was to identify and utilize a targeted, turn-key marketing process that had the ability to produce qualified auto insurance prospects. This process would also need to stay inside, or come in lower than, The Region’s budget requirements, in addition to achieving a favorable return on marketing investment.
The Solution In response to the situation, The Region sought the expertise of insurance marketing leader SKM Media Group (SKM). SKM proposed a turn-key direct mail campaign consisting of a champion letter mailed to 10,000 prospects sourced from SKM’s proprietary insurance database. This proposed solution had the ability to address the challenge presented by the situation, and the capacity to yield a sizable return on marketing investment. SKM’s turn-key direct mail marketing campaigns, by design, include a number of features generally not included in a single package by other direct marketing providers. These include creative, data, postage, printing, lead capture and distribution, and more. As such, not only would The Region be able to target qualified auto insurance prospects in a precise, cost-effective manner, The Region would also have the assurance of SKM’s years of expertise in generating qualified insurance leads while also garnering a favorable return on investment.
The Results The turn-key direct mail campaign produced amazing results including 125 phone calls – a response rate of 1.25% – that lead to 15 auto insurance policies written. With each premium representing $15,000, the campaign produced a return on marketing investment of 480%. Due to the success of The Region’s campaign, several other regions of the company are planning to utilize SKM’s turn-key direct mail program as a resource to generate qualified auto insurance prospects for their sales team.
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