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Personalized landing pages.

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Client:  US Family Health Plan
Project:  PURL Letter Package

Challenge

The mailing universe for this retired military audience is finite and the client was experiencing "list fatigue" with their direct mail program, meaning the prospects were responding at a much lower rate than previously.

Solution

Changed the format to an engaging envelope package that contained brochure content on a colored letterhead insert. Also used personalized URL (PURLs) and increased data personalization in the letters.

Results

The client's response rate increased by 3X with the first mailing and the same mailing program has been used in various forms for three+ years.

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