Case Study: Major Life Insurance Company expands mailable universe and maintains lifetime value goals with Alliant Smart List Selection

Insurance Marketer Expands its Universe with Smart List Selection

Major Life Insurance Company, a major life insurance marketer, worked with Alliant after testing small segments from the Direct Mail Audiences database and finding a strong response to its offers. The challenge was to expand beyond those limited segments and identify a larger universe of prospects for direct mail campaigns.

Alliant developed a custom model using the customer’s mail and response files from the prior 12 months to identify the marketing behaviors most correlated with increased response. The solution expanded the total mailable universe, provided a consistent pool of fresh names, and delivered modeled names that exceeded response goals in monthly mailings while still meeting lifetime value goals.