“Direct Mail provides the ideal medium for incorporating personalization, generating awareness, and driving conversions.”
Lemonade is a cutting-edge, full-stack insurance carrier powered by tech and committed to social good. Their mission is to provide the world's best and most transparent insurance experience. Lemonade’s business model differs from traditional insurance carriers: they take a flat fee out of customer premiums and, after paying claims and expenses, they donate a portion of unclaimed premiums to causes their Policyholders choose through their Giveback program.
To create a successful marketing strategy, Lemonade's objective was to improve the conversion rate for their pet insurance product after initial quote. They identified a way to uniquely resonate with the pet audience by aligning the direct mail campaign with their Giveback initiative. The idea was to appeal to pet parents by offering the added benefit of donating to a pet charity through the Giveback program when insuring their beloved pets with Lemonade.
To leverage the power of direct mail and personalize their marketing efforts, Lemonade implemented a programmatic postcard mailing campaign.
Lemonade partnered with Poplar, utilizing their Dynamic Creative capabilities to customize each postcard. Through Poplar, Lemonade could include the recipient's pet's name, match it with their extensive database of popular pet names, and print a personalized photo of a shelter pet with the same name on each postcard.
In a time where customers expect personalization, Lemonade’s clever use of postcards yielded impressive results. By offering a tailored experience through direct mail, they successfully captured the attention of their target audience.
By capitalizing on the opportunity to raise awareness for their Giveback program and leveraging Poplar's personalization capabilities, Lemonade achieved a remarkable 46% increase in policy conversions. Furthermore, the campaign delivered a 12x incremental return on investment (ROI) compared to the control creative, demonstrating the effectiveness of this innovative approach to direct mail.
Poplar is a product of Share Local Media
