McCarthy & Stone

The UK’s largest retirement homebuilder drives footfall for open days.

Background

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.

Solution

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.

Results

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