McCarthy & Stone – the UK’s largest retirement homebuilder – worked with Royal Mail and Precision Marketing Group to conduct a Partially Addressed test to drive footfall into their development open days.
They created a lookalike model from customer data which was profiled against Royal Mail’s suite of geo-demographic segmentations. Over-indexed categories were used to build the postcode model. Then high propensity postcodes were matched against the Postal Address File to create a property level mailing file. Warm customers were excluded from the mailing. The campaign supported a nationwide ‘Open Day’ initiative to drive visitors to 67 developments across the UK. The data was geographically matched to each development.
The response rate for the Partially Addressed File was 5% higher than that of the cold mail file and delivered a CPA that was 38% lower than the CPA of cold.