A lot of time, money, and energy goes into the development of a company website. So when it’s finally ready to be announced to the public, you want to shout it out to the world! This insurance company wanted to as well, but they went about it a little different. Check out this success story shared from PPAI.
Objective – A health insurance company needs to drive people to its new website.
Strategy Execution – After investing a lot of time and money into redesigning their new website, the company wanted to get as many people to see it as soon as possible. At first, the company was going to implement a plain direct mail campaign giving the user the URL for the site. However, the company realized that that method would be too passive and take too long to get the numbers they were looking for.
To make the campaign more interactive, they decided to include in the mailing a USB Web key. When inserted into a computer, the web key automatically launched to the insurance company’s new website, inviting the user to check it out.
Results – The results were higher than expected and very pleasing to the insurance company. Over 60 percent of the recipients of the web key direct mail package accessed the site, well above industry results for a plain direct mail invitation.
Now that’s some fantastic results that you can’t get anywhere else with the exception of promotional merchandise!
Tags: case study, website
