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Case Study #32

Consumer Finance

Email and Digital Display Channels Boost Loan Campaign Results

The Challenge

A consumer finance company active in 19 states had seen stagnant results from its direct-mail-only campaigns. It sought to use a new, strategic omnichannel strategy to increase booked loans from both former and current borrowers.

Results

We helped the company achieve big gains by building a cross-channel campaign:

34%

Increase in booked loans from former borrowers

18%

Increase in response rate from current loan holders

17%

Overall lift in booked loans

13%

Lift in overall response

The Solution

We developed an audience segmentation strategy for former and current loan holders, modeling prospects who were most likely to respond. We developed strong messaging and cohesive creative to hit prospects with direct mail, email and display ads for an effective omnichannel strategy that increased books loans. Then we developed an advanced channel strategy to reach prospects across all channels with an integrated campaign.

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What did we do?

We started by understanding and defining the desired business outcomes:

  • Increase in booked loans from former borrowers
  • Response rate for current loan holders
  • Overall booked loans
  • Overall response rate

How did we do it?

We developed a focused campaign based on five essential steps. We:

  1. Developed an audience segmentation strategy for former and current loan holders.
  2. Modeled prospects to target those most likely to respond.
  3. Created strong messaging and cohesive creative across all channels.
  4. Launched a multi-touch campaign using direct mail, email and display ads with a strong call to action.
  5. Measured and optimized for increased response and booked loans.

Services provided

Strategy

  • Audience
  • Channel
  • Messaging

Data & Analytics

  • Enrichment
  • Modeling
  • Measurement and Reporting

Creative

  • Print
  • Web
  • Editorial

Omnichannel

  • Direct Mail
  • Email
  • Display and Digital Media