A nationwide vision insurance provider wanted to test the conversion lift when anonymous web site visitors that did not convert on their site were retargeted with a direct mail piece.
For a 30-day period, the vision insurance provider ran a test of a site abandonment campaign with a 65% hold back, or control group. During this test period, 35% of annoymous web site visitors that did not convert were automatically triggered a single 4×6 post card, while 65% did not. In this way, we were able to measure the conversion rate of those users that received a post card from this insurance provider versus those that did not.
Why Direct Mail?
The insurance provider recognized that their sales cycle was longer and thought that a personal direct mail touch during the decision-making process could influence the purchase decision and drive increased conversions.
120 days after the campaign, the client leveraged ReachDynamics’ built-in attribution analysis tool to analyze the conversion rate of the 65% of visitors who did not receive a post card, versus the 35% of those who did. The analysis showed that the conversion rate on those that received a post card after leaving the site converted at a rate 43% higher than those who did not receive a post card after their visit.