AAA Northeast is a federation of AAA, a membership company that has been around for over 100 years. The company offers 24-hour emergency road service, plus travel, insurance, and ﬁnancial services and covers all of Rhode Island and parts of Massachusetts, New York, Connecticut, New Jersey, and New Hampshire.
With a wide range of customers — teens learning to drive, families, baby-boomers, Gen-Xers, and vehicle owners — AAA Northeast sought out a more robust retargeting option in Q2 of 2019.
The brand had previously used retargeting emails, digital and display ads, and social retargeting to engage customers and net new prospects. They decided to boost their customer acquisition efforts to increase their overall conversion rates by incorporating Programmatic Direct Mail® into their media plan.
To help AAA Northeast achieve its goal of a 3% conversion rate on memberships purchased, PebblePost qualiﬁed and mailed new prospects who had previously visited the brand’s website. The brand tested different creatives—one focused on driving Basic membership sign-ups, while the other focused on their Plus and Premier plans.
Leveraging the PDM platform, AAA Northeast was able to reach both audiences with a piece of high-quality mail arriving at home within 2–3 days of site activity. Creative showcased popular product imagery alongside an offer to incentivize membership registrations. The campaign’s main objective was to drive both efﬁcient and incremental return on investment.
At the end of the campaign, AAA Northeast was happy to see a conversion rate of over 4% — surpassing its campaign goal of a 3% conversion rate — and a 23% lift in conversion rate.
PebblePost’s ability to conﬁdently measure incrementality throughout the campaign provided the team the conﬁdence to continue investing in PebblePost and the PDM platform in subsequent campaigns.
The performance we’ve been seeing has exceeded our expectations. Not only have we surpassed our conversion rate goal, but we’re also seeing conversion rates for our higher-tier membership rates. The performance has been really fantastic.
— ALEX LANGILLE, AAA NORTHEAST