AON

Case Study

Targeting CORGI Engineers More Cleverly

Aon had been working with CORGI for some time offering CORGI engineers a range of insurance services. To ensure that the engineers were made aware of the new services, Aon and CORGI targeted them with letters printed internally outlining the packages available. The campaigns were having little success - only returning between a 1% and 3% response rate.

“In our initial discussion with Taurus we quickly realised that by sending out generic direct mail internally we were not having the impact we thought. We don’t have the skills or capacity to personalise a campaign other than typical mail merge items. Of course, budget was a concern, but the additional investment we made in Clever Campaigns, was far outweighed by the response.” Kerry Gregory explains.

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Results

To be able to breathe some life into the communication, the database was analysed and different segments were identified. Taurus created variable print pieces, with the design and messages changing depending on different criteria. Clever Campaigns’ variable data engine automatically detects variables and ‘pulls’ in different graphics, colours, text and core messages based on set criteria. The response rate shot up to 12% for the initial mailing.

Re-energising the client

communication program increased response rates by nine percentage points or a staggering 300%.

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