Legal & General

The Client

Legal & General, is a British multinational financial services company headquartered in London. Its products and services include life insurance, general insurance, pensions and investment management. It has operations in the UK, US, Europe and Asia.

Cutting through the noise of a busy market

Legal & General (L&G) operate in the cluttered and highly competitive over-50s market. They tasked Edit with improving the ROI of their Direct Mail campaigns. To achieve this, we needed to reach those people most likely to respond positively – but could we go even further?

Optimising L&G's targeting using propensity modelling.

We combined response history and geo-demographic data to create a propensity model, improving conversion, effective targeting and the efficiency of data buying. This approach identified the most valuable response profiles which were then used to optimise L&G’s ongoing targeting criteria.

The results

L&G’s response rate for the next campaign increased by 56%, saving an estimated £800,000 on Direct Mail campaigns over the course of the first year. It also won us an award from the Chartered Institute of Marketing (CIM).


Increase in response rate


Saved on Direct Mail campaigns

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