Market Saturation
MoneySuperMarket is one of the UK’s leading price comparison platforms, enabling consumers to compare car insurance, home insurance, travel insurance, mortgages, credit cards, and loans online. Despite generating £330 million in 2017 and being one of the largest spenders in digital marketing, they had yet to utilise direct mail. Facing challenges from GDPR regulations and difficulty improving already strong performance from saturated online channels, they approached Paperplanes to understand how highly automated and personalised direct mail could add incremental value to their customer journeys, particularly for high-intent prospects who had shown interest but not yet converted.
Market Analysis
Paperplanes partnered with MoneySuperMarket to identify key groups of home and motor insurance prospects ideal for direct mail follow-up. Predictive modelling was used to identify the most relevant segments for targeting, ensuring maximum efficiency and relevance. Highly personalised content was created to incentivise conversion, with customisation appearing on the front and back of letters as well as on envelopes themselves. Campaign performance was closely monitored by legal and customer service teams throughout to ensure GDPR compliance and address any potential customer concerns, establishing a framework for responsible use of this new channel.
Additionally there was activity targeting customers who had recently purchased from Soak&Sleep. These customers are also sent physical direct mail to encourage follow-up purchases with the overarching goal being to increase customer engagement online and to increase overall conversions.
Quote to Close
The campaign delivered strong incremental uplift with extremely favourable return on investment, outperforming all internal benchmarks. Most impressively, the campaign achieved a 40% enquiry to conversion rate, demonstrating exceptional effectiveness in converting interested prospects into customers. ROI reached as high as £8.20 for every £1 spent on specific key value segments identified through predictive modelling, proving the power of data-driven targeting combined with personalised physical touchpoints. The success established direct mail as a valuable new channel in MoneySuperMarket’s marketing mix, complementing their digital-first approach whilst maintaining full regulatory compliance.
