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The Challenge

This specialty insurer wanted to optimize a generic retention program that was targeting past customers on a one-size-fits all basis.

How We Helped

SeQuel launched a CRM strategy that segmented past customers based on customer RFM (recency, frequency, monetary) data. The communication timing, frequency and creative was then tested to optimize the program across customer segments to triple the insurer’s annual policies. In addition to the RFM campaign, SeQuel also built a nimble weekly mailing to retarget prospects who phoned the call center to receive a quote, but did not convert. The non-converter campaign now delivers the highest ROI of the insurer’s direct mail campaigns, generating $1.9M a year in top-line revenue.

Revenue Increase Arrow
0 % increase
RFM campaign increased revenue-per-policy by 21%
Person ID Card
0 x customer LTV
RFM campaign multiplied the customer lifetime value by 8x
New Customers Impressions Red Bubbles
0 k customers
RFM campaign produced 224,000 new multi-buyer customers
Top left quote symbol of testimonial Bottom right quote symbol of testimonial

Testimonial:

"SeQuel’s strategists are timely and thorough in their analysis, and always offer a clear and professional explanation for their recommendations. They seek to truly understand our business, and offer new ideas for partnerships or other marketing opportunities that go beyond direct mail."
- John, Director of Direct Marketing, SeQuel Client