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The Growth Marketer's Guide to Direct Mail

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The Challenge

After experiencing a decline in annual premium, this specialty insurer was looking for a partner to explore a new approach to direct mail creative.

How We Helped

As a highly regarded brand in the industry, SeQuel understood the importance of preserving this brand’s integrity within the direct mail channel. Working as an extension of the insurer’s in-house marketing group, SeQuel utilized direct response best practices to design more than 50 creative concepts. Although letter (envelope) packages traditionally outperform self-mailers in the insurance industry, initial testing identified a self-mailer as the best performing concept, beating the previous control package by a 12% sales rate. To continue optimizing the client’s direct mail program, SeQuel follows a regimented creative testing schedule in which new packages consistently boost performance metrics.

Marketing Funnel
0 %+ increase
Acquisition sales rates have increased by more than 30%
Money Percentage Cut
0 % cost reduction
Production costs have decreased by more than 20%
Multi Testing Victor
0 % increase
New creative package beat existing control's sales rate by 12%
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"Through a close partnership with the client’s marketing team, we are able to translate their brand into compelling direct mail creative that drives measurable response and continued growth."
- Tari Johnson, Creative Director, SeQuel Response