Case Study: Consumer Acquisition Strategy
A leading national insurance provider wanted to see dramatic improvements in the number of new customers they acquired on-line versus their current acquisition method.
The AWI Solution:
AWI developed an innovative, new customer acquisition program that identified high-potential prospects and targeted them with a multi-contact email strategy. Prospects were qualified and selected from AWI’s vast and rich consumer email database, with a focus on relevant and specific life-event triggers that highly correlated with this particular insurance offering. AWI custom-designed the campaign calendar to take place over multiple waves, including creative testing.
The campaign produced impressive results. 18% of targeted prospects opened their emails, with more than 12% clicking through. Within two weeks of the pilot, the client expanded the campaign nationwide without experiencing any fall-off from test results. The insurer continued to expand this program to include international markets. AWI’s highly productive and targeted prospect names – coupled with a multi-touch deployment strategy – increased new customer rates that achieved a significant ROI.
The multi-touch aspects of the campaigns were successful beyond what initial projections suggested. This approach produced higher response rates than the client had ever generated in this channel, while achieving a 10% reduction in acquisition costs.
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