Leveraging Customer Data to Power DM
Personalization.

Lemonade is a cutting-edge, full-stack insurance carrier powered by tech and committed to social good. Their mission is to provide the world's best and most transparent insurance experience. Lemonade’s business model differs from traditional insurance carriers: they take a flat fee out of customer premiums and, after paying claims and expenses, they donate a portion of unclaimed premiums to causes their Policyholders choose through their Giveback program.

To create a successful marketing strategy, Lemonade's objective was to improve the conversion rate for their pet insurance product after initial quote. They identified a way to uniquely resonate with the pet audience by aligning the direct mail campaign with their Giveback initiative. The idea was to appeal to pet parents by offering the added benefit of donating to a pet charity through the Giveback program when insuring their beloved pets with Lemonade.

DIME Beauty ran an initial standalone DM campaign back in October 2022 and has since continued to scale up circulation with each campaign and has executed 10 campaigns total. The SLM team has ensured they continue to meet goals by optimizing performance through testing all different levers such as creative, format, paper and targeting