The Aon ‘Better Life’ Group Long Term Disability campaign recently won an Award for Excellence in Direct Marketing in the category Integrated B2B Media Campaign (lead generation or retention) from the Philadelphia Direct Marketing Association (2014 Benjamin Franklin Awards ‘Benny’ Awards).

The integrated campaign promoted the new Group Elite Suite – Life and LTD – to existing Life customers. The goal was to generate awareness and leads for the two products. The campaign strategy was to build a multi-touch integrated campaign utilizing best practices and our experience for getting a prospect’s attention and driving them online. By gathering data TLF could report results and insights to Aon.

The campaign consisted of a direct mail piece, email and a landing page. The landing page included a dynamic video introduction which TLF produced. It also included a link
to read product benefits. The CTA was to request more info or a quote.

Results and Insights from the Campaign
-50% of visitors viewed the video which demonstrated interest and engagement with the content
-eMail following the High-Impact mailer had a high open rate at 19.53%

Averages against other integrated campaigns
-Visit rate of 12% was higher than the average of 8%
-e-mail open rate of 19% was higher than the average of 9%-11%

Overall Learnings
TLF provided the following insights as gleaned from the campaign results:

-Continue testing using data to determine the best opportunity audience
-Video is a strong driver for providing information
-Shorter video length (30 to 45 seconds) performs better
-Limiting form fields and Utilize auto filling form from pURLs
-Customize eMails based on recipient’s title or role could yield a better response

TLF will continue to work with Aon to apply insights into future campaigns.
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