Aviva EmailThe Benefits Of An Increased Frequency Strategy
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About me
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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
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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
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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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