Overview

Retention Efforts in Insurance: Email

Goal

Increase retention/recapture rate, average products per household and ultimately policy lifetime for your current customers, by knowing when they are back in-market shopping for insurance products.

Utilize your email channel to target outreach to those customers with customized, retention-based messaging. Focus campaign measurement on metrics associated with the email, such as open and click-through rates.

Strategy

Trigger an email to customers who are actively shopping for insurance you’re already providing them with cost and/or coverage based offers, value props, and loyalty messaging.

Initial Test
Group 1: Consumers with Activity (‘Seen’)
Group 2: Consumers with No Activity (‘Not Seen’)
Treatment: Run an initial campaign against a control group of ‘not seen’
consumers to establish your own benchmark and validate the
efficacy of the Activate signal
Measurement: Lift in open rate and click-through
rate between Groups 1 & 2
Play 01

Prioritized Email Trigger

#insurance #retention #email