Overview

Retention Efforts in Insurance: Display

Goal

Improve retention by leveraging digital remarketing to engage your current customers as soon as Activate sees them back in-market shopping for insurance.

Focus campaign measurement on engagement metrics closely related to the ads, specifically, click through rate, along with engagement metrics on the landing page, such as clicks and bounce.

Strategy

For your remarketing campaigns, leverage similar messaging and content being used in other channels and target in-market customers with display campaigns based on the product(s) they are currently shopping for.

By focusing on your customers who are back in-market, you can catch them early in their shopping journey and ultimately improve spend and ROI, while also increasing engagement.

Initial Test
Group 1: Consumers with Activity (‘Seen’)
Group 2: Consumers with No Activity (‘Not Seen’)
Treatment: To establish benchmarks for the efficacy of the Activate signal
remarket to both groups with the same digital display ad
Measurement: Lift in click-through rate and landing
page engagement between Groups 1 & 2
Play 01

Existing Customer Value Props

#insurance #retention #display