Provident had the objective to achieve growth and so ramped up brand, broadcast, digital and print activity over the year. Their monthly direct mail campaign is proving to deliver a consistently high level of response, achieved through smarter analytics and targeting with propositions inspired by the data and messaging that focuses on need. Response rates as much as 31% above forecast are being achieved.
Acquisition direct mail, as well as retention, is proving highly successful in both the UK and Republic of Ireland. The strategy of greater connection through personalisation and creative has driven conversion levels well above the previous year. Recent tests are showing new creative beating the long term banker by 9.5% and as much as 14.5% in particular cells.