A highly effective acquistion channel for Royal London

April 2016


Founded in 1861, Royal London is the UK’s largest mutual life, pensions and investment company. Royal London provide award-winning customer service and their mutuality means they can give customers that little bit more, with the trust they will be there for you when it counts.

Royal London Case Study Logo

Campaign objective

Royal London sells insurance products through financial advisors.

In 2014 they built a direct-to-consumer arm of the business and needed an effective channel to reach out to consumers.


Intelligent doordrop solution

In 2016, Whistl developed a propensity model that used the latest data blending and analytical techniques to identify the likely demographics and financial behaviours of a Royal London customer.

A ranked targeting model enabled Royal London to target door drops to their best prospect audience across the UK – including London.


Campaign results

Door drops have proved to be a highly effective acquisition channel for Royal London with campaigns receiving response rates of between 0.010% and 0.020%.

Strong targeting and creative lead to positive results and gave Royal London the confidence to increase their door drop volumes to c. 30 million in 2017.

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Royal London Case Study


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