Strategic Direct Marketer Reignites Client’s Enrollment Campaign, Nearly Doubling Expectations

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SeQuel Response’s creative vision helps international life insurance provider persuade its most reluctant members to take advantage of benefits.

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We not only stalled the downward trend in performance, but we actually bucked it.

The creativity of Twin Cities-based and fast-rising direct marketer, SeQuel Response, re-energized a nonprofit’s stalled enrollment campaign, mastering an unorthodox challenge by persuading previously unwilling members to participate.

The results of SeQuel Response’s strategy, its executives announced today, significantly outpaced what the client was achieving from its own internal efforts and laid the groundwork for a mutually rewarding partnership moving forward.

The client, an international life insurance provider and fraternal benefits organization, was struggling to get policyholders to embrace their membership and enroll in a complimentary benefit program.

With the client having already picked the “low-hanging fruit” from among its member base, SeQuel Response came in late last year with an aggressive multichannel direct-marketing strategy to pump up registration; including multiple concepts, multiple offers and varying communication paths.

“We had phenomenal results,” said Erik Koenig, Director of Marketing for SeQuel Response. “We not only stalled the downward trend in performance, but we actually bucked it, achieving nearly double the sales rate of the client’s most recent campaign.”

Along with breakthrough results, SeQuel Response’s campaign was also executed more efficiently than the client had been able to accomplish alone. The combined impact on the client’s campaign was transformative:

  •      Sales rates soared overall by 91 percent.
  •      Member acquisition jumped by 83%.
  •      Cost per new registrant was slashed by 51 percent.

“The results, obviously, were outstanding and beyond expectations,” Koenig said. “When you look at a nontraditional audience like this, where the most likely registrants have already been plucked, it’s a testament to our team’s overall creative approach. We routinely get into the mindset of our target audience, and in this case we were looking at a group which had already turned down the offer four or five times.”

“It was a crowd still wondering ‘What’s in it for me?’ So we tailored our messaging and offer to specifically address that question.”

With this partnership came a crack at a new market for SeQuel Response, namely to the north in Canada, where the nonprofit has membership.

“This was an international campaign, the first time that we’ve done that,” said Jay Carroll, Sequel Response’s Chief Marketing Officer. “The results were comparable in both countries, and we’re excited about the potential of working with more clients across the border and approaching both audiences uniquely and effectively.”

About SeQuel Response:
SeQuel is a full-service, performance-based direct marketing firm that combines creative intelligence and efficient execution to help clients achieve new levels of sales and profitability. SeQuel relies on informed strategies, sophisticated database marketing and a data-driven testing methodology to produce attractive results. For more information, call Jay Carroll, Partner & Chief Marketing Officer, at 612-963-9534 or email jay(dot)carroll(at)sequelresponse(dot)com. Visit SeQuel’s website at and check out “SeQuel Inspirations,” a new blog written by some of the most inspiring minds in direct marketing. SeQuel social media links: Facebook, Twitter, Linkedin or Google+

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Robb Leer
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