Twenty-Ten Attitudinal Segmentation Generates
Big Wins in Insurance

The recent difficult economic times have made improving direct mail results more of a challenge than ever.  But emerging technology and advanced modeling techniques continue to prove that results can improve even in the most challenging times.

Twenty-Ten recently had the opportunity to use its emerging approaches to drive business for a leading direct marketer of life insurance.  Specifically, after years of buying behaviorally qualified lists of targets, this insurer turned to Twenty-Ten to overlay these lists with attitudinal models designed to predict higher purchase predisposition.  And in addition to overlaying this “attitudinally enhanced responder” model on top of purchased lists, the insurer also used the model to further qualify a database of demographically selected prospects.

Twenty-Ten’s analysis revealed a high correlation between response to direct mail life insurance solicitations and specific attitudinal statements like “I feel extremely responsible for the welfare of my family even after I die” and “Life Insurance is a commodity so buy the cheapest you can find”.  Twenty-Ten was able to integrate this insight into the insurers marketing process and, by doing so, build a responder model which the insurer can use to select those prospects with a significantly higher propensity to sign up than was offered by the already-targeted starting list.

Results behind the effort were truly extraordinary.  By comparing to a control consisting of behaviorally modeled households, we were able to see the significant improvements in results by overlaying the attitudinally enhanced model.  Specifically, by overlaying the attitudinal model on top of the behavioral model we were able to increase response rate from .31% to .37%, a 19% improvement and were able to reduce the cost per converted policy down from $535 to $400 per policy, a savings of 25% per converted policy – a dramatic improvement.

These results are the latest proof that the Twenty-Ten approach to attitudinal segmentation can deliver solid, measurable, economically significant results even in the most challenging times.  We would love to talk to you about your marketing challenges and help you develop a program to fundamentally improve your marketing results.