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Case Study: The Benefits Of An Increased Frequency Strategy Overview of Aviva’s campaign expansion into an increased frequency strategy in 2013. From gaining internal buy in to the learnings and results achieved throughout the first year of testing. Presenter Zara Timms, Digital Marketing Manager, Aviva
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Aviva EmailThe Benefits Of An Increased Frequency Strategy
1
2
About me
3
Aviva email – the numbers
4 million targeted emails sent monthly
49 monthly prospect campaigns
30 monthly customer campaigns
21 pre-purchase trigger emails
27 on-boarding and renewal trigger emails
4
Where we started - data quality
64% more quotes with the same volume of data and spend
Opens up 15%CTR up 18%
Duplicate records
reduced from 25% down to
2%
Initial consideration
set
Moment of purchase
Active evaluationInformation gathering/shopping
Post purchase experienceOn going exposure
Build advocacy through engagement
IN LIFE STRATEGY3.
Drive offer awareness and generate quotes
2.
Create top of mind consideration & build trust
PROSPECT STRATEGY (OFF REN)1.
Guiding the customer through Renewal
RENEWAL STRATEGY4.
Pre-disposition
Shortlist Converting
LoyaltyTrigger
PROSPECT STRATEGY (ON REN)
Previous enquirers – renewal dated
Ex customers – renewal dated
Previous enquirers
Previous customers
Quote triggersNo renewal dates
Aviva email – the approach
Send frequency
Quote enquiry
Quote confirmation, +3 & +7 days reminder Survey
Winback & Enquirer on-ren
Increased Frequency Testing
off-ren
Off renewal sales email
Newsletter
Acquisition on-renewal targeted
Off renewal sales email
Newsletter
Newsletter
Survey
Increased frequency - the cycle
Off renewal sales email
Increased frequency – the results
Increased frequency – the results
Increased frequency – the results
Increased frequency – the results
Increased frequency – the tactics
Unsubscribes?
Attribution - what is the true impact of email?
Source: Hitwise upstream and down stream traffic from email services
Hitwise data – 3rd party validation
Attribution – non linear: Econometrics
Econometrics – non linear marketing mix modelling
Ebenchmarkers – competitor benchmarking
Attribution – benchmarking against peers
Attribution – the consideration research
ICM – Consideration research pre and post quote
The Email Agency Effect
Source: DMA National Client Survey 2013
“One of the greatest barriers to success, continues to be the struggle over provision of internal resource (45%). Most businesses have less than one staff hour a day allocated to email marketing.”
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Email: zara.e.timms@aviva.co.ukTwitter: @zaratimms
Thank you
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