Data strategy, Creative strategy, Direct mail, Indicative quote build

“Data & creative working together in perfect union”

Overview

UIA needed to find more, better quality customers and improve conversion levels for both prospect and existing customers. 

 

Our experience shows that insurance brands and date providers often hold inaccurate renewal data, and if using a single data supplier, it can be difficult to address this issue. 

 

As a result, marketing campaigns lose more revenue than necessary due to wastage. 

 

Renewal dates are often wrongly entered by the customer. Or, the original seller of the record identifies the renewal date from the first quote request date. This means, ahead of sending out physical mailers it is vitally important to ensure data is accurate.

Solution

&You developed a data strategy, new creative strategy and channel creative for UIA, including new DM packs. Underpinning all of this was a campaign-able idea. We developed a genuine point of difference for UIA from other providers.

 

&You built an indicative quote web application for their acquisition prospects, and as a result, we were able to deliver prospects an accurate example quote for their home insurance. 

 

The customer could easily self analyse and quickly understand whether they were overpaying to their existing supplier. Renewal premiums go up and up, therefore, the customer is often overpaying. 

 

To achieve the quote generator, we enriched existing acquisition data by identifying accurate renewal dates. 

 

&You cross-referenced data from multiple sources and matched the most accurate fit. Through doing this, we were able to deliver updated renewal profiles. 

Results

Our initial creative solution saw improved response rates of 18% with the door drop follow ups particularly effective as the narrative evolved.

 

The introduction of the indicative quote increased renewal enquiries by an additional 30%, making it the most successful renewal programme UIA had ever run.

 

A great example of data and creative working together in perfect union.