Eye Opener

Ancillary insurance brands like EyeMed Vision Care, America’s fastest growing vision benefits company, have a tough time getting face-time with busy brokers and employer decision makers.  For EyeMed, winning over key broker relationships is among its top priorities. As its direct marketing agency, Responsory is continually helping EyeMed test new multichannel approaches that generate leads and build relationships with its target audiences. This time our charge was to create a fresh approach to meet a high response rate goal, while looking for ways to optimize ROI.

Could we meet or beat past response rates while saving on production? With an offer as spectacular as stylish name-brand sunglasses, Responsory devised a direct mail format test to find out. 

At about 1/2 inch deep, the box mailer neatly nestled a teaser gift — an EyeMed-branded glasses pouch. The call-to-action: meet with an EyeMed representative to receive their choice of Oakley or Ray-Ban sunglasses.

The slider package featured a window and pull-card. Teaser copy enticed our audience to pull out the card to “enjoy the view” and discover how a pair of Oakley or Ray-Ban sunglasses could be theirs to keep.

Response rates for both brightly themed and interactive packages were neck and neck. But, the more cost-efficient slider package pulled slightly ahead and delivered significant production savings.

Mind Blower

Broker prospects were offered an irresistible free pair of Oakley or Ray-Ban sunglasses in exchange for meeting with an EyeMed sales representative. A bold “Bright Choice” theme was applied to all campaign components — dimensional mailer, dynamic landing page and follow-up emails — each donning the choice of four trend-setting sunglasses styles.

Roof Raiser

To EyeMed’s delight, our campaign and format test raised the roof, beating its goal. The breakdown:

• 31% response rate

• 30.6% responses for the Box format

• 31.4% responses for the Slider format

• Uncovered 36% production savings potential for new Slider format