Email marketing case study: Aviva gets 48% rise in quotes after ‘send more mail’ strategy

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During 2013, Aviva overhauled its email marketing strategy with the help of Alchemy Worx. This case study looks at how the car insurance firm’s counter intuitive 'send more email' approach generated a 48 per cent rise in the number of quotes requested, as well as seeing a 4-fold increase in click-throughs.

Brand: Aviva | Sector: Financial/ Insurance | Country: UK | Agency/Partner: Alchemy Worx | Objective: brand awareness, consideration and purchase | Format: Email

Aviva UK Direct Insurance, the UK’s largest insurer and one of Europe’s leading providers of life and general insurance, can today announce the success of a new email marketing strategy that has led to a 48 per cent increase in the number of car and home insurance quotes requested by prospective customers. In conjunction with Alchemy Worx, the email marketing company, this change in approach also quadrupled the number of unique clicks (304%) as part of its customer acquisition email marketing programme for car and home insurance.

Many insurers send just one email per year to prospects, sent in the month before they are due to renew their insurance, but Aviva wanted to improve on the return on these customers. To do this, Aviva and Alchemy Worx embarked on a new campaign in 2013 to reach out to prospective customers more often and throughout the year, rather than just ahead of their renewal date. The new approach to email marketing focused on delivering interesting content to the users’ inbox, as well as increasing the number of emails.

This new strategy resulted in a quadrupling of both the number of unique clicks (304%) and total clicks (292%) from the emails sent. For Aviva, the increase in the frequency of emails sent also lead to a 48 per cent increase in the number of quotes being requested by prospective customers. In addition, email was used to promote the launch of the Aviva Drive app, which drove the highest number of downloads, prior to the launch of the TV ad campaign.

Zara Timms, Data Marketing Manager, Aviva UK Direct Insurance, commented, “We are always looking for new ways to engage prospective customers and encourage them to our site for a quote, and ultimately a new policy. Working with Alchemy Worx means that we get the benefit of specialist expertise in email, but also the flexibility of an agency that can scale to the campaign as it grows. The success of the customer acquisition campaign has also meant that we’re looking into how an increase in email contact can benefit our existing customers across a range of our insurance teams.”

Dela Quist, CEO at Alchemy Worx, said, “When Aviva came to us about improving the performance of its customer acquisition email programme, the first thing we wanted to do was breakdown the belief that sending one email per year was enough. While it may be a common practice, this strategy ignores the effectiveness of email as both an engagement channel and a brand recognition tool. Whether they are purchasing home insurance or shoes, consumers won’t engage with an email they don’t receive and they won’t remember a brand that they don’t see regularly. We’re delighted with the success of the campaign with Aviva and excited to have the opportunity to work with the team to engage their existing customers moving forward.”

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