Case Study: How JG Wentworth Built An Always-on Prospecting and Retargeting Direct Mail Program

Way back in 2019, the ad industry starting adopting QR technology to make ads more interactive. JG Wentworth saw this as an opportunity to start using Flowcode on their TV commercials to widen the reach of their support for customers during periods of financial hardship. Prior to using Flowcodes, JG pushed viewers to call their phone number in order to get financial services. Flowcodes serve as a way to bridge the gap to that phone call conversion by enabling scan-to-call functionality. Clients can skip the dial process with Flowcode's scan to dial redirect.

After experiencing success with their commercials, JG Wentworth applied this strategy to their offline marketing activations at the racetrack. In fact, they recently announced a new sponsorship with the IMSA Racing Team. Now both of their frictionless physical and digital marketing strategies drive prospects to their financial services product faster than ever. 

Based on the success of scan engagement and conversions from their top-of-funnel initiatives, JG Wentworth endeavored to expand this success through automating other prospect and retargeting efforts.

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The Problem

‍Due to a lack of data, the JG Wentworth team struggled to form a clear understanding of the effectiveness of their direct mail campaigns. With a hefty investment into print media, they were looking for a way to prove a clear ROI of their marketing spend and identify opportunities for optimization.
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The Solution

‍Leveraging the power of the Flowcode API, the JG team generated unique Flowcodes for each individual piece of print collateral. Flowcode's API tool unlocked an ability to rapidly bulk generate QR codes in-house, unlocking 1:1 attribution for every print mail item sent to customers and prospects. In short, JG Wentworth gained the ability to directly capture precise customer data and own their first-party attribution metrics. This data allowed JG Wentworth to understand the direct ROI of their spend and which creative drove the most engagement. 
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How JG Wentworth achieved success:  

1. The team leveraged the Flowcode API to power their prospecting initiatives, ultimately driving more leads through their funnel. The JG team analyzes certain indicators of a prospective lead, and then initiates an automated request to their print vendor in order to send that lead a direct mailer tailored to their individual needs.

2. Direct mailers are also set up to retarget customers who have had a previous interaction with JG Wentworth. Through working with the Flowcode API, JG Wentworth can retarget these users with value propositions and information specific to their unique pain points.