Case Study
Communications Company Realizes 3x Response Rate from New Mover Program
Marketing to new movers becomes easier with the Deluxe Life Events Trigger program. Learn how Viasat found new movers for their solution with multi-sourced data.
The Challenge
A global communications company committed to providing internet service to small, rural locations was looking for new ways to acquire customers that were in need of their product. Because of the remote locations they serve, marketing was historically challenging and expensive. As a result, their director of marketing was looking to lower their customer acquisition costs.
The Solution
Deluxe works with dozens of different data providers which allowed us to find those that best met this company’s specific needs. By aggregating dozens of specialty trigger databases on a weekly basis, we are able to yield over 4x more targets than other leading providers. This also allows marketers to target a new mover after their first appearance in any source — providing critical intelligence weeks ahead of competitors.
Tapping into our deep data science team, we were able to build the right models while our marketing operations team identified the perfect creative offer and timing to maximize the impact of the campaign. From there, the customer provided a list of zip codes they wanted to monitor. Based on those zip codes, Deluxe proposed a direct mail new-mover pilot campaign that would test nine top new mover data providers targeting prospective customers in their markets.
4x
Our data yields 4x more targets than other leading providers.
9
Nine data providers tested in this new mover campaign.
The Results
The pilot program proved to be a huge success for this global communications company. Deluxe found three sources that stood out from the rest and drove the most ROI. While all of these providers are high performers, they won’t all perform the same for every campaign or customer.
The initial campaign garnered a 27-percent increase in gross response rate from the group, as well as a 3x increase in net of control for overall response to the campaign.
Based on these results, Deluxe recommended a new program using data from only the top 3 providers. While this reduces the overall addressable market it will create a higher performing campaign that creates cost efficiencies while getting the same net of control response rate which will result in improved overall ROI.
By eliminating lower performing data sources, we were able to increase gross mail order response rate by 27%, mail 1/3 of the volume (creating cost efficiencies) and have 3x net of control response rate.
| All data sources | Top 3 sources through data testing | |
|---|---|---|
| Estimated total mail volume | 30,084 | 10,070 |
| Actual mail volume | 18,254 | 6,006 |
| Mail orders (response rate) |
180 (.60%) | 80 (.79%) |
| Control orders (response rate) | 153 (.53%) | 52 (.55%) |
| Net of control response rate | .08% | .24% |
The depth of data offered by Deluxe is unmatched. It’s faster and more extensive due to multiple new mover data providers. The Deluxe New Mover program identified 15 percent of the records an entire week ahead of the single-source provider.