Helping Brokers Rock Their Book of Business – and Look Good Doing It

Faced with a 3-week deadline and cold leads, Responsory helped EyeMed achieve a 31% response rate using a “Rock Your Book” theme and smart A/B testing. Read the full success story.

EyeMed Vision Care approached us with a clear but demanding objective: launch a fresh campaign to ignite a list of cold broker leads. The context was high-pressure, with a timeline of just three weeks before the creative needed to be in-market.

The audience presented its own set of hurdles. Insurance brokers are notoriously busy professionals whose bread and butter is major medical health insurance. Ancillary benefits, such as vision care, often take a backseat in their sales conversations. Our task was to cut through the noise of their daily grind, capture their limited attention, and compel them to engage with a product that wasn’t currently top-of-mind. We needed a strategy that was not only fast but immediately arresting.

To meet the deadline without sacrificing quality, we leaned on our deep experience with EyeMed’s past successes. We didn’t reinvent the wheel; we refined it. Our team quickly deployed a multi-channel ecosystem combining a cost-effective yet high-impact direct mail piece, coordinated email marketing, and a dedicated, response-driven landing page.

The creative theme—”Rock your look and your book”—was designed to resonate on two levels: personal style (the “look”) and business growth (the “book”). We paired this messaging with a super-hot offer specifically chosen to motivate this demographic.

True to our commitment to continuous improvement, we didn’t just launch; we tested. We embedded a creative A/B test within the direct mail component, pitting a prominent, bold Call-to-Action (CTA) against a more subtle, design-integrated version. We also employed best practices in our digital follow-up, resending emails to non-responders with fresh subject lines to maximize reach. As a safety net, we prepared a backup sales contest to deploy if initial numbers were soft—ensuring we had a plan B ready to go.

The campaign didn’t just meet expectations; it shattered them. The integrated approach generated an outstanding 31% response rate, proving that even cold leads can be converted with the right mix of timing, messaging, and incentives.

Beyond the raw numbers, the campaign provided critical data for future efforts. Our A/B test revealed a decisive winner: the prominent Call-to-Action generated 3 times more responses than the subtle version. This validated the importance of clarity and directness when communicating with busy brokers. Ultimately, the “Rock Your Look” campaign demonstrated that with a smart, data-informed strategy, we could effectively elevate ancillary benefits from an afterthought to a priority.