Direct Mail Campaign with Appointment Setting Follow-up
TBG Group partners with Carter Thompson Wealth Management to deliver a multi-channel program to re-engage with lapsed customers.
Carter Thompson was founded back in 1999 and has over 100 years combined experience within the financial services sector. Over the past twenty years, they have expanded into three locations, covering the entire North East region.
Carter Thompson Wealth Management is the wealth management division of Mortgage Advice Centre and has a team of five financial planners priding themselves on their ability to provide clients with straightforward and jargon-free advice.
Campaign Objective and Project Background
Carter Thompson Wealth Management wished to engage with lapsed (legacy) customers, offering them the opportunity to have a free, no-obligation, service-driven appointment with a qualified financial advisor to discuss potential changes in their circumstances and make sure the clients were offered the best advice that suited their individual circumstances.
The main goals of the campaign were to:
- Reactivate relationships with lapsed clients who have been out of touch.
- Identify potential financial advisory needs among these clients.
- Schedule appointments for financial advisors to meet with interested clients.
The project aimed to leverage a multichannel approach, beginning with a direct mail campaign to reconnect with lapsed clients and followed by an outbound calling campaign to assess interest and set up appointments.
Project execution
Direct Mail Campaign:
The first step involved crafting a personalised and compelling letter for the direct mail that included an invitation for a complimentary financial review. Each letter was tailored using segmented data to the specific client’s history, enhancing the sense of personalisation and care.
The direct mail letter included a clear call-to-action, encouraging clients to reach out via phone or email to express their interest in scheduling an appointment with a financial advisor. The resulting letter did drive some direct conversations between the firm and clients.
Outbound Calling Campaign:
Following the direct mail send, TBG Group’s skilled agents initiated a seven-touch point, five-call attempt outbound program that also included voice mail and SMS messaging.
TBG Group Agents called the clients and referenced the letter, enquiring if would they like to discuss anything contained in the letter with a named Financial Advisor. The agents recorded the outcomes of all calls to provide this information back to Carter Thompson, some clients didn’t have an interest; others it wasn’t the right to time but wanted the firm to get back in touch in several months to discuss. For those who expressed an interest, TBG Group’s agents scheduled appointments that best suited the client into the advisors diary.
Results
The segmented and personalised messaging of the letter for the mail send and follow-up telephone calls, which added a personal touch, were crucial for the success of the campaign as these delivered great conversion rates.
11% of clients contacted resulted in appointments being scheduled with an advisor to discuss their financial situation, while a further xx% of clients were identified as wanting to be contacted in the near future by firm to discuss their personal situation.
Achieved success using:
Direct Mail Send
Managing the design and creation of marketing material that is specifically tailored to the target audience of the campaign, along with the management of the print and postage elements.
Appointment Setting
Quality, qualified appointments created with your key decision makers by engaging in intelligent, open and honest, non-scripted conversations. We will fill your diary with genuine, interested prospects.
SMS Marketing
Harness the power of SMS to communicate with your customers and prospects. Texting is a great tool to incorporate into a multi-channel touchpoint campaign.
We were thrilled with the success of this campaign. TBG Group executed a campaign that not only rekindled valuable client relationships but also brought financial opportunities to light. The direct mail and outbound calling campaign were well-orchestrated, and the results surpassed our expectations.
This initiative has not only re-engaged lapsed clients but also led to tangible revenue growth.
We look forward to continuing our partnership with TBG Group to further enhance our client relationships and grow our business.
What We Do - Our Services
We understand that not every financial services firm is the same and not everyone will require the same type of services. However our mission doesn’t change; which is to help you grow. This means that our range of services is necessarily wide. Whether you are looking to build trust and loyalty among your existing clients, bring on new mortgage or protection leads or grow your online presence and brand awareness, we design specific campaigns for you that match your business goals.
Inbound/Outbound Customer Service
Flexible inbound and outbound phone-based customer service solutions that address customer demand and manage response for your firm,
Lead Generation
Delivering prospective clients to you making sure that all leads we provide are of value to your business
Appointment Setting
Quality, qualified appointments that will fill your advisers diaries with genuine, interested prospects.
Data Cleansing & Enrichment
We have extensive experience in conducting telephone-based legacy data cleansing, profiling and enrichment projects
Email Marketing
Creation and distribution of consistent, intent-driven e-mails to existing clients or new prospects accompanied by user actions and detailed reporting
Social Media Marketing
Working with you to create the perfect, tailored social media marketing campaign that aligns with your end-goal objectives
Text Message Marketing
We will work with you to engage customers and boost retention with tailored messaging and easy-to-launch campaigns.
Compliance Checks
A robust Treating Customers Fairly (TCF) and Consumer Duty Compliance Program that assists financial firms in maintaining demonstrable evidence of putting customers first.
Website Build & Management
From initial wireframing and domain setup all the way to ongoing management, we can help at any stage
Surveying
Open dialogue in a polite, professional, and efficient manner to go through your survey in the volumes you want. Full reporting back with MI, any patterns, and further relevant information.
Paid Advertising
We can manage an existing paid ad campaign or create new campaigns that suit your budget, goals and timescales
Design, Print & Direct Mail
We can manage all of your design, print and direct mail for letters, brochures and other business literature indepently or part of a broader client campaign
Call, Email or Meet Us
Take your financial services business to another level with help from our telemarketing and digital marketing specialists at TBG Group . Specialising in everything from lead generation and appointment setting to email marketing and pay-per-click advertising, we’ve got the team, the technology, and the experience to deliver those results and help your business succeed.