New email tactics deliver for nationwide insurer

Real-time automation increases open rates by 37% in 9 months

Challenge

A nationwide insurance provider needed to create a more effective email program to reach agents with important product information and updates. Their needs included delivery assurance, CAN SPAM legal compliance, results tracking and very short campaign launch lead times.

Solution

We developed a strategy for email creation, distribution and management. A CAN SPAM compliant opt-out system was established and pii tracks all email responses using real-time Web-based reporting. Branded email templates were developed and tested for deliverability and readability. We integrated with client systems to create automation that can be used to deploy email campaigns to agents real time.

Results

Aside from greatly reducing the workload for staff, the new program has given them more control over their email strategy. The real-time reporting allows them to see how agents interact with messages and templates ensure their creative is viewable across multiple browsers and email platforms.

In the first nine months after launch, email open rates increased 37% and bounces decreased from 22% to less than 1%.