Industry: Insurance
Duration: 5 months (Client joined OSM at the end of March 2024)
Campaign Type: Handwritten Direct Mail
Client Goal: Increase inbound calls and convert leads into new customers.
The Challenge
Before partnering with Olde School Marketing (OSM), the client—a well-established insurance company—was struggling with generating leads through traditional marketing efforts. Despite using mail campaigns, their response rate averaged around 0.24%, and they were seeking a more effective strategy to attract and convert potential customers. The client’s goal was to drive higher engagement and achieve a substantial boost in their new customer acquisitions.
The Solution
OSM specializes in innovative, attention-grabbing paper mail campaigns. In this case, OSM developed a tailored approach, focusing on a Robo Home Mailer campaign. This direct mail solution utilized creative design, personalization, and compelling calls-to-action to engage potential customers.
Between April and August 2024, OSM mailed 20,000 Robo Home Mailers to a highly targeted audience within the client’s region. The campaign was designed to stand out in the clutter of everyday mail, with OSM’s expert use of color, layout, and messaging appealing directly to homeowners seeking insurance services.
The Results
The results exceeded expectations, both in call volume and customer conversions:
- Calls Received: 87 calls
- Call Rate: 0.44% (compared to the client’s previous call rate of 0.24%)
- New Customers Acquired in August: 34
- Close Ratio: 39% of 87 calls
- Average Premium per Customer: $5,224
- Total Premium Generated: $117,616
These results marked a significant improvement from the client’s prior marketing efforts. The nearly double call rate showcased the effectiveness of OSM’s Robo Home Mailer strategy in capturing the attention of the target audience and prompting them to take action.
Client Feedback
The client was thrilled with the outcome of the campaign, particularly the substantial increase in their call rate. Not only did the calls increase, but the close ratio of 39% also highlighted the quality of leads generated through the mailers. With 34 new customers in just one month and total premiums of $117,616, the campaign directly contributed to the company’s bottom line.
Conclusion
Olde School Marketing’s ability to design and execute a high-impact mail campaign for this insurance client underscores the power of traditional paper mail in today’s digital world. By blending innovative tactics with strategic targeting, OSM delivered impressive results that exceeded the client’s expectations, helping them grow their business and achieve a strong ROI.
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