The Challenge
A leading home warranty provider was investing heavily in digital advertising channels but needed to quickly increase its acquisition numbers in order to meet aggressive growth goals.
How We Helped
New to direct mail, the client’s marketing department had limited knowledge of the channel but agreed to run a small “gut check” mailing to measure its viability as an acquisition tool. SeQuel tested two new models, one creative concept and one offer in a modest initial test of just 100,000 pieces. After a profitable and well performing test, the client increased mail volume by 5x for the follow-up campaign.
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Initial "Gut check" test achieved an overall sales rate of .8%
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"Gut check" achieved an average CPA of $85
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Overall ROI for the initial "Gut check" test was 4.3x
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Increase in mail volume for the follow-up campaign
