We've implemented and managed a strict test and roll-out approach across Provident's direct mail campaigns – both for acquisition and retention.
First, we applied their new brand to their banker packs.
Next, we developed new test propositions and dynamic creative executions in order to beat control. We've also looked at both alternative mailing cycles and combinations of email and direct mail to increase response and efficiency.
Finally, segmentation and journey analysis has been used to drive a more personalised and targeted approach.