Measurement and Reporting
In our Anatomy of a Solution series, we take a look at some direct challenges and disruptive solutions that Amsive has driven for clients. This week, we take you through how a consumer finance client used email and digital display channels to boost loan campaign results.
A consumer finance company that had market share across a handful of states had seen stagnant results from its direct-mail-only campaigns. In consumer finance, direct mail tends to be the primary vehicle for all marketing initiatives. Looking to break out of the entrenched marketing tactics that were holding them back, the client needed to take a step back and reassess omnichannel marketing to increase the number and size of booked loans from both former and current borrowers.
Amsive had the opportunity to support this customer to help deliver material, profitable loan growth with the right targeting, channels, and creative.
Consumer finance companies, in general, mostly used direct mail as a primary customer communication channel for a reason — it usually gives these companies a lot of success, and it’s a marketing tactic that’s eminently measurable. But for this client, the reliable way to do things wasn’t so reliable any longer.
The client saw idle growth for a few reasons.
The past decade or so has seen the onset of disruptors that saturated the market to become part of the consumer lending industry. These new market entrants — including major retailers, peer-to-peer lenders, and pure digital players — rapidly expanded into the space and tipped the balance that drove response rates down, mixed with traditional lenders missing other channels to target the right audience for booked loans.
The other factor was the tendency for consumer finance companies to overly rely on the mass marketing method of driving those direct mail initiatives without a clear audience strategy. In years past, targeting for most consumer lenders typically consisted of former customers going back over a two-year time span, especially during seasonal times. Touchpoints consisted of simply sending direct mailers to each of them.
We understand the power of direct mail as a necessary marketing channel, but we needed to take things to the next level. Boosting loan campaign results meant establishing the right cadence and coordinating acquisition initiatives across new channels for responsive campaign success.
The key to the client’s newly primed omnichannel strategy over an eight-week cycle came from developing audience segmentation for former and current loan holders and incorporating precise modeling prospects.
Within former and current customers, we primarily looked at loyal customers and we created our lookalike model around those that would be most likely to respond. From that pool, we separated and targeted top-tier model customers only.
On top of the foundational direct mail component, we also established timed digital components with website landing pages and an email touchpoint cadence where it was available; each of which included slightly refreshed messaging and cohesive creative with a more direct call-to-action to hit each top-tier modeled prospect.
This client in particular was more forward-thinking than others and more willing to dive into an omnichannel strategy to combat disruptors within the industry. They’re a client that is all about measurement and response, and Amsive was the right partner to report back all of their programs for them.
To supplant the client’s tendency to cast too wide a net, we were able to prove that predictive models allow them to establish fewer touchpoints to a smaller portion of an audience — and get better results. Takeaways included:
- 34 percent increase in booked loans from former borrowers
- 18 percent increase in response rate from current loan holders
- 17 percent overall lift in booked loans
- 13 percent lift in overall response
After delivering relevant, personalized marketing to precisely the right consumers, with the right message and activation mechanisms in the channels they prefer, we were able to measure and optimize for increased response and booked loans the client wanted to drive going forward.