Objective
The company wants to increase the average number of financial products — including saving plans, pensions, mortgage repayment schemes and insurance — owned by existing customers.

Background
The company had seen direct mail response rates falling steadily. They have a large database of customer e-mail addresses, but no permission to contact them by e-mail. They recognise the potential of Digital Messaging, but have minimal in-house IT or marketing experience of the medium.

Solution
Frontwire’s bespoke and fully managed solution leveraged targeted value added campaigns with product promotions to directly support the marketing objectives.
The solution was developed and delivered by:

	Establishing an effective, cross company project team to fully leverage the company’s skills and expertise to develop a powerful Digital Messaging strategy.
	Segmenting its customers and channel partners (IFA’s) by product ownership, demographic profiles and value.
	Establishing secure data transfer processes to link the company’s customer database to Frontwire’s secure hosted datamart.
	Acquiring permission to contact customers on a range of issues through an incentivised campaign linked to an 'Opt-In' microsite, backed by a secure hosted database..
	Developing, testing, launching and maintaining a program of customised retention campaigns delivering information of value to the different stakeholder segments. Each campaign had its own objectives, which in turn supported the marketing objectives. Appropriate products were promoted as well.
	Developing, testing, launching and maintaining a program of online customer research campaigns to increase the company’s understanding of its customers.
	Linking campaigns, via trackable URL’s, to promotional micro-sites aimed at driving traffic through the website.
	Reporting and analysing stakeholder response to communication, including levels of e-mail opened and click through rates.
	Fine-tuning campaigns based upon response rates.

© frontwire 2006

Value added permission based campaigns deliver financial information and promote products.

Campaign microsite’s provide further information and gather prospect interest.
The contact centre helps to close new business

Frontwire’s solution met the company’s objectives by providing:

	Increased product cross-sales and up-sales.
	Significantly reduced cost per sale v. Direct Mail.
	Increased understanding of their customers needs.