Direct Marketing: Case Study - Confused.Com

Price comparison website Confused.com has used real customers in its ongoing TV ad. According to chief executive Carlton Hood: "They were surprisingly nice. The ad was really easy to do."

Personalisation, driven by data, is at the core of the brand's marketing strategy. Embracing the world of Web 2.0, the site includes an option for individuals to submit their own videos. Hood says: "We need to be as fair and as transparent as possible."

Confused.com communicates to its customers predominantly by email, although it does do some direct mail, and has plans to make use of the mobile channel via interactive platforms. With a database of nearly 10 million consumers, Hood says it's important to create segmented, tailored communication streams according to factors such as lifestyle and geography.

This process has been easier than it might have been, given that the database does not comprise merely of email addresses. Since car insurance was the brand's lead product when the site was launched in 2002, there is plenty of rich data on the lives of consumers.

Best price lists are sent to people who've bought insurance before, and there is a system of alerts and reminders to help people finish their customer journey. Hood says the aim is to be a helpful service rather than merely reactive.

"We're proud of our triggered emails. If someone abandoned a quote half way through, we would send them a follow-up email," he adds.

But Hood warns: "With personalisation you can be too pally. It's about being quick and efficient. You are a service provider, so don't pretend to be their best friend."

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