Employer-sponsored family benefits provider, United States, 15-day flight, September 2026
Six in ten clicks turned into a benefits action.
A large provider of employer-sponsored family benefits needed working parents to activate benefits their employers already pay for. A 15-day addressable retargeting flight brought families who had already shown interest back to verify eligibility, sign in, and enroll.
In short: a 15-day addressable retargeting flight for a large employer-sponsored family benefits provider reached roughly 200,000 families, beat its click-through goal by 30%, turned 60% of clicks into a benefits action, and produced 2,399 completed sign-ins and registrations, including 480 employees who had never activated their benefit.
The client
A large US provider of employer-sponsored family benefits, serving employers across the country. A benefit only earns its keep when employees use it, so utilization is the number that matters to their employer clients.
The challenge
Reach roughly 200,000 eligible families ahead of benefits season and move them past awareness to a concrete action: search for their employer, sign in through corporate SSO, or register a new account. Short window, national footprint, no room for wasted reach.
The approach
Addressable site retargeting. Families who had already visited the benefits site were resolved into one addressable audience and served five display creatives across every device type, with an 11-per-hour frequency cap and organization-level domain blocklist keeping delivery clean.
The partnership
Delivered alongside the brand's print and marketing services partner. Boostt AI ran audience resolution, media, pacing, and action-level measurement, so the partner could report enrollment outcomes back to their client rather than impressions and clicks alone.
How the flight ran
- Audience built from real intent. One addressable audience of prior site visitors, not a lookalike guess. Every impression went to a family that had already raised a hand.
- Automated pacing across 15 days. Daily budget auto-adjusted toward the days that were converting, ramping from launch to peak on days 12 and 13 with 100% of budget delivered and no under-delivery.
- Creative built to convert, not just click. Five image units drove to a landing page with three exits: employer search, SSO login, and new registration. Sessions were short by design because the job was done fast.
- Measured to the action, not the click. Analytics events on each page element separated employer searches, logins, and registration starts, then tracked which ones completed.
Results
| Metric | Result | Benchmark |
|---|---|---|
| Impressions | 9,457,235 | 3.9× comparable flights |
| Clicks | 6,140 | |
| Click-through rate | 0.065% | 0.05% goal |
| Primary actions (search, login, register) | 3,691 | 60.1% of clicks |
| Completed conversions | 2,399 | 65% of actions |
| Returning visitors re-engaged | 392 | |
| Budget delivered | 100% | 15-day flight |
What made it work
Retargeting usually gets judged on clicks. This flight was judged on what happened after the click. Of 6,140 visits, 3,691 ended in a primary action and 2,399 completed authentication or registration. A 39% click-to-conversion rate on a display campaign is the kind of number that normally only shows up in email.
The reason is the audience. Every impression went to a household that had already touched the benefits site, so the creative did not have to explain what the benefit was, only remind the family to act on it. Frequency capping and domain filtering kept reach honest, and automated pacing pushed more of the budget into the second week, where conversion was strongest.
The 480 new registrations are the number the employer clients care about most: families who were eligible for a paid-for benefit, had never activated it, and now have.
Frequently asked questions
What is addressable retargeting?
Addressable retargeting resolves people who have already shown intent, such as prior website visitors, a mail file, pQR scans, or Informed Delivery engagement, into one addressable audience and serves them display ads across every device. Because every impression goes to a known household, the creative reminds rather than explains, and results can be measured at the action level instead of by clicks.
What results did this employee benefits retargeting campaign achieve?
Over a 15-day flight the campaign delivered 9,457,235 impressions and 6,140 clicks, a 0.065% click-through rate against a 0.05% goal. 3,691 clicks, or 60%, led to a primary action on the benefits site, and 2,399 of those completed: 1,919 corporate SSO authentications and 480 new account registrations. Impression volume was 3.9 times comparable flights for the same brand.
What is a good primary action rate for a retargeting campaign?
A typical post-click primary action rate for display retargeting is 15 to 25 percent. This campaign reached 60.1 percent because the audience was built from real intent and the landing page offered three clear actions: employer search, login, and registration.
How is a retargeting campaign measured at the action level?
Analytics events fire on specific page elements, such as the employer search form, the login button, and the registration form, so each click is categorized by the action it led to and then tracked through to completion. The report shows enrollments, sign-ins, and registrations rather than impressions and clicks alone.
Can this approach work with a direct mail campaign?
Yes. The same addressable audience can be built from a mail file, pQR scans, or Informed Delivery engagement and retargeted with display, mail, or both. Boostt AI scopes a first flight in about a week and reports at the action level from day one.
Have a client with an audience you already know?
The same addressable audience can be built from a mail file, a set of pQR scans, or Informed Delivery engagement, then retargeted with display, mail, or both. We scope a first flight in a week and report at the action level from day one.