The Key to harder working direct mail

Brief

Key Group had been developing and testing their Key Later Life Cold Prospect direct mail campaigns for some time, making incremental tweaks to copy and design. The marketing team wanted to test new approaches to improve response and engagement. They turned to Red C, a specialist direct mail agency, to develop a challenger mailer that could outperform existing collateral.

The objective was to create a direct mail campaign that could drive higher engagement and conversion rates, using a combination of data-led insights, creative execution, and strategic planning. By leveraging Red C’s expertise in direct mail strategy and planning, design, and copywriting, the goal was to challenge existing hero mailers and identify optimised solutions for long-term success.

Approach

Red C began by reviewing the existing direct mail packs, which included two hero pieces: a long, double-sided letter and a shorter, more direct single-sided letter. The team’s brief was to develop a challenger campaign that could outperform these benchmarks.

Using insights from Key Group’s existing campaigns and audience data, Red C applied its direct mail strategy and planning expertise to identify key areas for improvement. This included assessing the effectiveness of messaging, visual presentation, and overall customer engagement.

Direct Mail Design
The design team explored creative approaches to refresh the mailer’s look and feel. Options included testing coloured envelopes to capture attention, optimising layout for readability, and creating visually engaging elements to highlight key offers. The design aimed to improve open rates while maintaining brand consistency and credibility.

Direct Mail Copywriting
The copywriting team developed alternative messaging for both long and short letters, focusing on clarity, persuasive calls to action, and relevance to the target audience. Multiple versions were tested to determine which messaging resonated best with recipients and encouraged responses. Headlines, body copy, and closing statements were all refined to maximise engagement and drive appointments.

Strategic Testing and Analysis
Red C implemented rigorous testing as part of the campaign, combining creative variations in both design and copy. The challenger mailers were measured against existing hero pieces to assess performance improvements. This iterative approach allowed the team to identify the most effective combination of direct mail design and copywriting while providing actionable insights for future campaigns.

Throughout the project, Red C maintained close collaboration with Key Group’s marketing team, ensuring alignment with brand guidelines and campaign objectives. The integration of data-led direct mail strategy and planning, engaging creative design, and persuasive copywriting exemplified best-practice direct mail marketing for prospect audiences.

Conclusion

The challenger direct mail packs delivered impressive results. The new short letter achieved the highest response rate, while the long letter generated the most enquiries-to-appointment conversions. Coloured envelopes enhanced engagement, and ongoing testing continues to refine results.

This project demonstrates the value of working with a specialist direct mail agency capable of delivering end-to-end solutions, combining direct mail strategy and planning, creative direct mail design, and effective direct mail copywriting. By applying a structured, data-informed approach, Red C was able to develop mailers that outperformed existing campaigns and provided a template for future optimisation.

Key Group now benefits from a tested, scalable approach to direct mail, ensuring that campaigns continue to drive engagement and conversions. The collaboration highlights how personalised, strategically planned, and creatively executed direct mail can enhance performance and support long-term marketing success.