The Military Mutual
6 min
What our client needed
The Military Mutual was set up to provide insurance cover services such as home, landlord, military kit, and business to serving members, veterans, families, and supporters of the UK's armed forces.
The company was looking to grow swiftly, targeting their audience of military personnel and supporters, but data on those serving in the armed forces is not readily available - you cannot buy a list of their addresses, for obvious reasons.
The Military Mutual turned to DCX to help with appending appropriate data and improving the performance of their customer acquisition campaigns, with a target to increase sales three-fold in just 6 months.
What we gave them
Our first step in driving a better campaign experience and increasing sales was to get deep into the data. We needed to build a broad universe of possible prospect customers, identify those most likely to respond, convert, and produce high value, as well as determine when should a person be contacted, how many times, and on what channel.
This is where DCX AIR - our cutting-edge insurance renewal date appending service - came into its own.
We analysed insurance renewal data across our comprehensive database of over 20 million home and car insurance details, and supplemented this with census, charity donor, and army recruitment data by postcode.
We reviewed and put together over 150 different variables for analysis and accurate targeting, including demographics and housing, lifestyle and hobbies, income and affluence, covering 48m UK individuals, all of which was optimised around insurance renewal dates from DCX AIR to ensure The Military Mutual's acquisition campaigns were relevant and timely.
We ensured that all data was:
- Legally compliant - aa data sourcing met GDPR requirements
- Accurate - updates applied monthly
Clean - all data was PAF verified and cleansed for gone-aways, deceased, MPS, TPS, and CTPS.
Armed with this data, we then organised a direct mail campaign targeting these new prospects.
What was the impact
Today, more than six million contact centre and debt management letters have been replaced by digital communications. We have achieved a 95% delivery rate to customers’ inboxes, ensuring information reaches them as quickly as possible and dramatically reducing the amount of physical letters that are sent.
This has resulted in a multi-million pound saving.As well as achieving significant cost savings on print and postage, eDelivery has reduced the number of calls to our client’s contact centre and provided a wealth of analytics, enabling our client to see if an email has been read, how soon it was opened after delivery, and how long a customer spent reading it.