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Til Death Us Do Part

Til Death Us Do Part

Today we are going to explore an area that many people aren’t comfortable with … our own demise.

Benjamin Franklin once said there are only two things that are certain “death and taxes”. A client of ours once joked that there was only one certain way to get off a Hilite mailing list and that was to die! (Incidentally we can help you removed deceased people from your house list – ask Jo at joanna@hilitedms.co.uk).  

Here, at Hilite, we are constantly looking out for direct marketing models that pull massive responses for their clients and then help our clients adapt them for their own use. We can’t always replicate the success but most of the time we can provide clients with significant breakthroughs.

Looking through some recent successes I spotted that we had helped three companies in complimentary areas achieve sizeable increases in their profits:

Life Insurance

Will Writing

Funeral Plans

These are highly competitive markets and all related in some way to that taboo subject – death.

Here’s how we helped them:

Life Insurance. Previously our client had used lead generation surveys that were heavily incentivised with free prize draws. Responders were more interested in the prizes than giving accurate answers so the conversion rates were poor. After testing many non-incentivised surveys we identified one that gave us both quality and quantity leads. We further refined this by testing different selections and this has been so successful that the programme has been running for nearly three years.

For the full case history click HERE 

Will Writing. Again, we used non-incentivised surveys but this time we set up a test to find the very best questions to give us the right balance of quality and quantity of leads. We were also able to select by geographical area to insure the client’s agents had a steady flow of leads with none going to waste. Three and half years later and the programme is still working well.

For the full case history click HERE

Funeral Plans. Surprisingly, this is a very lucrative market and the two biggest players were sucking up all the best leads before our client got a look in. We had been told that two of the top companies, who supplied leads for our insurance clients, already had deals with other Funeral Plan companies and couldn’t help us. Undeterred, we reminded them of our spend with them on the insurance products and both companies agreed to help our client out. The initial high price of the leads meant the test was marginal, but we were soon able to negotiate a sensible price that means the campaign is now on-going and can almost be set on auto pilot.

For the full case history click HERE

So, if you’ve tried lead generation and haven’t made it work or, if you feel you could be doing better in this area, call Philip on 01474 874848 or email him on philip@hilitedms.co.uk.  I know you will find his advice invaluable.

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