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Direct Marketing – Head Office Mail Campaigns:

Due to the constraints on time, many branches do not have the time to follow a direct marketing campaign through to its end. This can happen when a branch begins to use direct marketing and then as a result of the office becoming busier the direct marketing itself falls by the wayside. To help ensure this doesn’t happen, Coversure Head Office introduced a Central Mail Campaign Facility, taking the burden of data capture, mailer design, printing, postage and packing away from the branch. The facility is managed in house by the Coversure Marketing Department to ensure full control.

The Marketing Department is fully responsible for sourcing the mailing data and sending the letters. Branches are able to use the facility to target new and existing customers and will be given the opportunity to filter the data before the letters are sent, ensuring the correct businesses are being targeted.

Each category of business targeted is agreed after consultation with the various departments, which should ensure that you do not receive enquiries from any business that we cannot quote a competitive rate for. In addition to the leads generated directly by the mailing you can expect to receive increased levels of enquiries that seem to be unrelated. We are not sure why this happens but it does!

On occasions Head Office will offer branches the opportunity to take part in a marketing campaign for a specific product where we feel there is an opportunity for branches to write a considerable amount of business at profit. Head Office will provide details of these campaigns before they are implemented including the cost to branches. Whilst participation in these campaigns is not compulsory, Head Office will reserve the right to re-allocate them to alternative branches where we feel there is justification for doing so. This would be most likely where a branch has no alternative strategy in place to target the business concerned.

There are three cost options for the mailing based on whether the branch is targeting new clients with or without a follow up telephone call or targeting existing clients. The costs are as follows and include the cost for the data, postage (2nd class), printing, packing and administration – 66p, 58p or 45p.

Once the target trades have been selected the data is purchased, passed to the branch for vetting and then the mailers will are sent as requested by the branch (daily, weekly, monthly etc.). the branch is sent a monitoring sheet to log the resulting enquiries and in order to maintain their own management information.

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Direct Marketing – Head Office Mail Campaigns:

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