The client is an Australian motoring and service organisation that was established in 1925. It is backed by one of the largest general insurers in Australia and New Zealand and offers a comprehensive range of car and home insurance products to its two million customers.
As part of their customer communication strategy, the client mails their annual renewal notices to their customers in batches every two weeks. In July 2015, Australia Post announced it would increase the price of the regular stamp to $1 in January 2016, which would subsequently increase the average price for business letters by up to 42%. In addition, Australia Post also announced a proposed two speed delivery timetable which would result in slower delivery of mail under the $1 stamp regular category. The unsustainable cost increase and degradation in delivery service spurred the client to expedite the implementation of their digital communications strategy. Not only did they see this as an immediate cost reduction on the postal charges but they also believed their customers would pay their renewal earlier when they received the notice by email rather than a physical reminder in the post.
The client embarked on an email opt-in campaign with a targeted group of its customers. To deliver the best user experience, the campaign was designed to be mobile-first, which required emails featuring 'responsive design 'to ensure it rendered in the best format according to the users' device. Once a customer 'opted in' they were linked to a responsive, dynamic webpage. By integrating with and utilising Computershare's enterprise content management system (ECM), the dynamic opt-in page would check two scenarios:
Previously opted-in customer: the webpage would respond with a confirmation to expect their renewal via email two weeks prior to the renewal date
First time opt-in customer: it would ask the customer to confirm the prepopulated email address
These business rules are driven by Computershare's ECM, which is also integrated into the client's customer relationship management (CRM) system so that their customer care representatives could also update a customer's preference in real-time.
From determining the solution architecture to concept design, development and implementation, the client launched the first campaign in just four weeks. Within 24 hours of the campaign pilot, 10% of the target group had converted to email. In addition, the analytics provided the client insight into their customers by measuring open rates, email updates and the time of the day their customers open the emails. All of these details helped the campaign managers to refine their future communications. In addition, by converting their customers to email, the client was able to cleanse their database, better engage with their customers and lower the cost of retention.