[Case Study] How email marketing increased AVIVA’s quote rates by 48% and how it can work for you.

Brokers always tell us that email marketing never works-till we show them how to do it properly and increase their sales. In this post, we wanted to share how AVIVA,  generated 48% more quotes and 45% more revenue when they increased their email marketing by nearly twelve-fold (x12).

In our previous blogs, we have spoken about how brokers are using email marketing the wrong way and how to use it the right way. We have also given you tips on whether to use word-of- mouth, social media marketing, email marketing or inbound marketing for your business. We thought it is only right that we give an example of how email marketing has been used to its full potential using the example of AVIVA.

Like most insurers and insurance brokers, Aviva had been emailing their clients and prospects only once a year. Usually just before a client’s next renewal. After hiring an email agency, they developed a plan to send more structured emails to their clients. Emails which encouraged clicks with call to actions (CTA) and also informed segmented clients of other policies which might be of interest to them.

The result?

AVIVA went from 1 email (at renewal) a year to 12 and the result was:

48% more requested insurance quotes
304% more unique clicks
45% more email revenue

Not bad right? Email and other digital marketing works, it just has to be done properly.

How can you benefit?

There has to be a plan in place for email marketing to work properly: Our key tips are:

• Plan, plan and plan – have a strategy in place (click here to contact us. We will help you see what will work best for you)
• Stop selling insurance and start helping the potential customer.
• Find out from your subscribers what kinds of content they would most like to receive.
• Segment your potential and existing customers and be targeted with your approach – the machine gun approach rarely works.
• Be patient and consistent.
• Increase your email frequency slowly.

[Source: Campaign Monitor] | Feature image source: www.ft.com

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