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PROBLEM
A National Bureau that offers health insurance and property/casualty insurance policies to its members uses direct mail to deliver renewal statements and send the renewed membership cards in a separate mailing.The Bureau mailed about 380,000 Membership Renewals last year and their membership grows about 5 percent annually. The Bureau turned to Response Marketing Services for creative solutions to help them achieve their financial objectives of improving their renewal rates and lowering production costs. Another objective was to find a sole source provider, with excellent customer service to manage and streamline the production process. SOLUTION
The Response Marketing Services (RMS) team analyzed the Bureau’s goals and provided a creative solution that adds value to the previous control used for renewals, streamlines the response process, and streamlines the production process. RMS suggested combining the two mailings into one. The creative team presented a creative format, a convex mailer, which is a closed face 6”x9” format that looks and feels like an envelope. This cost- effective format contains one personalized ply and a personalized BRE. The personalized ply had three perforated panels containing a dues statement; two laminated personalized ID cards, and a receipt for the member’s records.RETURN-ON-INVESTMENT
The Bureau was impressed liked the look and feel of the design and thought it was the perfect way to combine the dues statement, membership cards, and receipt into one effective package. The format performed well in testing and became the control package. Combining the two mailings into one cut the Bureau’s renewal program costs by 40%. The production of this piece occurs under one roof that includes printing, imaging, finishing, and mailing services. A production coordinator serves as the liaison in the plant for the Bureau and is the single point of contact that manages the entire production and fulfillment process including pre-press, programming, production, and mailing issues. The value added features in the new control piece offer several additional benefits that helped to improve the renewal rates:
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