Challenge
The insurance provider saw a low number of applications despite strong interest in advertising campaigns. Users were going to the website and just browsing the offer without finalizing their purchase.
The company decided to use tools that would enable personalized retargeting campaigns and encourage recipients to take advantage of the latest insurance package offer.
Action
- Data collection
The insurance provider sorted out key customer information so it could create a personalized campaign and send out ads for the latest vehicle insurance offer for those who have a driver's license and life insurance for the remaining contacts in the base who had not purchased insurance.
- Segmentation of contacts
Users were divided into segments. Segregation criteria included a contact's activity and actions taken on the site, as well as place of residence and additional characteristics, such as possession of a driver's license.
- Sending personalized messages
The company sent two types of emails to different segments. The messages were received only by those who showed interest but ultimately did not enter into a contract and purchase insurance.
Results
- The number of inquiries increased by 14%, with more than 60% of the inquiries related to the latest vehicle insurance offer.
- The retargeting campaign made users eager to return to the site, fill out the form and purchase insurance. The company saw a 26% increase in the number of insurance purchases.
- By personalizing the campaign, the insurance provider improved its link click-through rate by 18%.
- The number of customers who purchased several types of insurance increased by 21%. Users most often chose vehicle, home, travel and life insurance.
