Delivering an award winning Direct Mail campaign for Direct Line for Business that generated excellent results.

The Client
Direct Line for Business

The Campaign
Communicate Direct Line for Businesses’ tradesman insurance product through Direct Marketing.

The Challenge
To develop and deliver an engaging, relevant and personal communication campaign to a recession-hit and highly fragmented base of potential customers, in a highly competitive market. The campaign needed to increase response rates, reduce campaign costs and provide a return on investment.

The Communisis Strategy
Intelligence Driven Communications.

The Results
The Direct Line for Business campaign generated excellent results against clear objectives:

• The Direct Mail campaign has delivered 152% of the original sales target
• Cost per sale was 48% lower than the target
• The campaign achieved 11% savings through VAT efficiencies and postage
• Improved conversion and response rates and achieved cross-sell.

Awards
The success of the campaign was recently recognised at the Financial Services Forum’s Awards for Marketing Effectiveness 2009, where Direct Line for Business and Communisis picked up the Direct Marketing award.

Client Comments
“… The campaign had over-performed against all of the tough targets set for it, including new customer acquisition, cost efficiencies and, most importantly of all, tangible ROI …” John Mackenzie, Marketing Manager, Direct Line for Business

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