Case study

Transforming Current Insureds into Long Term Member Value and Growth

Historically successful marketing programs for a long term AGIA client had produced consistent program growth but were beginning to stagnate. See how a new strategy to cross sell additional products to existing customers increased response rates to 100%.

The Challenge

For many years, AGIA had consistently achieved program growth for a long-term client. While traditional direct mail campaigns remained profitable, response rates had begun to decline at the same time the client desired to aggressively increase its program growth goals year over year.

The Solution

The historical success of our marketing programs had produced a substantial number of current insureds. To continue to grow the program year over year, we designed and executed a new approach to customer marketing. Our “Transactional approach” included variable printing for customized marketing, new streamlined package components, and special messaging that was personalized to each person. By specifically reinforcing our appreciation as a current insured and positioning new product offers as an “add-on” to their existing coverage, we realized dramatic improvements in responses to our marketing offers.

The Result

Achieved over a 100% increase in response rates for current insured population.
Reduced production costs that allowed funds to be reallocated to mail deeper in other list segments.
Increased annual persistency by creating additional “stickiness” for insureds who had purchased multiple products.

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