Disciplined creative strategy solidifies direct mail scalability

The Challenge

This travel insurer’s direct mail packages required fresh and engaging creative to keep direct mail positioned as the organization’s primary lead generation channel.

How We Helped

SeQuel developed and implemented a disciplined approach to creative testing in which new concepts are tested and backtested on a consistent schedule. Although the insurer had an in-house marketing team, they trusted SeQuel to utilize their direct response expertise to design compelling and potent creative within brand guidelines. This approach has successfully unseated existing controls in eight of ten sales curves, creating established and profitable acquisition, reacquisition and lead direct mail programs that consistently generate a double-digit increase in sales.