The Challenge

Three Reasons positioning has proven successful across other LOBs, so we wanted to determine whether this positioning would drive better performance versus the “historical” control for Merrill.

Our Approach

Apply stronger Merrill branding with the prevalent use of dark blue on the OE. Copy drives a sense of urgency (“now”) and reassurance (“confidently”). The letter was reformatted to provide a more visually intriguing and scannable experience with the prominent use of numbers, color and shading.

Updated CTA layout draws the eye to the QR code on both front and back. First-name personalization and action-oriented, concise reasons to believe draw the reader’s eye and create intrigue.

The Results

8% lift

In response rate over control

85% of impressions

Coming from the QR code