At the start of summer 2016, we were pleased to hear from the UK’s largest mutual life and pensions company, Royal London. They dared us to improve their direct mailings and, seeing as we are experts in the field, we rose to the challenge. A new concept was needed to inject some life into the packs and make best use of their iconic branding. A test was proposed of a ‘challenger pack’ versus the control; the game was on.
Our best creatives began conception. Ideas were batted around on how to use our expertise and make the most of what Royal London has to offer. Adhering to the comprehensive brand guidelines from the client, a major reshuffle of the ‘look and feel’ took place. We added in direct marketing techniques that had been overlooked- adding personalisation and strong call to actions the letter looked like a younger Pierce Brosnan: classic but eye catching. After pitching to the client and slight alterations we got the show on the road. The letter was sent to over 50k people and we are delighted with the results so far!
The new pack has uplifted sales volumes by 32% with an increase seen in: postal sales, telephone sales and online sales against the control. Royal London has also seen more requests for their enquiry packs that provide the customer with more information on the products potentially leading to further sales. A sub-objective was to reduce the cost of the pack and we managed to meet this through application of logical formatting to reduce the cost by 1p per pack. Senior Direct Marketing Manager (Existing customers), Katherine Timms praised “Positive news all round!”
A great success for both, us, and our new client! We are excited about what the future holds for this new relationship and look forward to exceeding expectations on upcoming objectives.