Aflac Insurance

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Summary

Client Name:
Aflac Insurance
Business:
B2B
Services Used:
Direct Mail
Industry Type:
Insurance

Challenge

Aflac, the industry’s leading supplemental insurance provider, was using three-dimensional direct mail packages to reach their target audience of business decision-makers. They challenged BKV to reduce their mailing costs while improving or maintaining conversion rates, thereby greatly improving ROI.

Strategy

BKV increased the number of touch points within the mail series using cost-effective formats, which in turn would allow us to increase the frequency of interaction within our target audience while improving mailing cost efficiency. In the process, we took care to develop even more compelling creative, retain production quality and engage the memorable Aflac spokesduck.

Result

BKV successfully reduced the overall production and postage cost of the mail series by 63%. Moreover, conversion rate improved by 43% and the average revenue per conversion increased by 10% – leading to an outstanding ROI of 305% YOY for the same mail series.