Maximizing Returns From Automated Prescreen Marketing Campaigns: Lessons from the Field
By Devon Kinkead
The performance of automated prescreen marketing systems is enabling unprecedented ROI measurement and optimization. Here’s what we’ve learned over the past 18-24 months about optimization.
Analyzing Loan Closure Patterns
We began by examining loan closure times, using the offer date as the baseline. Our weekly data revealed an initial spike in weeks 3 to 4, followed by a relatively even distribution of closures over the first seven weeks. By week 17, nearly all loans were closed. Knowledge of this pattern enables financial institutions to better handle the distribution of new customer/member onboarding and loan processing workload and customer engagement over time.
Effective Distribution of Efforts
Our clients have implemented a system where branch managers, lenders, and customer/member service representatives (CSRs/MSRs) call customers/members about money saving firm offers. This collaborative approach ensures a broad effort across the retail side of the financial institution, leveraging local relationships and comfort levels. This distributed effort helps smooth out the workload and keeps customer/member engagement steady.
Direct Mail vs. Digital Channels
Our campaigns have shown that direct mail often outperforms digital means in new customer/member acquisition campaigns. This was evident when an email acquisition campaign initially resulted in zero applications over six weeks. Switching to direct mail transformed it into a highly successful campaign within the next few weeks. This highlights the importance of choosing the right delivery method for the right campaign as prospect behavior can vary significantly based on how they receive information.
Speed and Convenience in Loan Processing
One of our key value propositions is providing speedy and convenient loan processing. Our clients have streamlined their processes to ensure quick centralized underwriting and offer digital means of closing loans. This approach caters to busy customers who prefer not to visit the branch in person, thereby enhancing closure rates from pre-qualified applications.
High Pull-Through Rates
Some of our clients are seeing extremely high campaign pull-through rates, with 95-99% of approved applications resulting in funded loans. This success can be attributed to efficient application and approval processes coupled with thorough initial prescreening.
The Impact of Email Reminders
For digital prescreen campaigns, we observed a 50-50 split between email and direct mail. Timing plays a critical role here, with email recipients receiving offers immediately and mail recipients a week or two later. We’ve found that sending reminder emails every two weeks significantly boosts application rates, aligning with observed application spikes in weeks 2, 4, and 6.
Impressive ROI
Clients have seen substantial, repeatable, and measurable ROIs of over 200%, including cost of funds. This demonstrates the effectiveness of our strategies and the potential for prescreen marketing to drive significant financial returns when executed thoughtfully.
Conclusion
Our optimization underscores the importance of understanding customer behavior, choosing the right communication channels, and ensuring a streamlined, customer-centric loan processing and new customer/member onboarding approach. By continuously refining these elements, financial institutions can maximize their ROI from automated prescreen marketing campaigns, achieving both new and existing accountholder satisfaction and financial success.
