Automation Case Study – LV=
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Background
LV= uses a variety of marketing channels to connect with it’s audiences such as TV adverts, search engines and email campaigns. In a highly competitive market, and one that uses price comparison websites, there is a need for them to stand out and demonstrate the value of a direct relationship with your insurer. As a result they turned to Salesforce Marketing Cloud to develop automated email campaigns amongst many other solutions.
Strategy
The LV= marketing team developed triggers and journeys on the automation platform to ensure relevance throughout the prospect and customer lifecycle. For example, with Salesforce Interaction Studio they automatically send a follow-up email when a prospect saves or abandons an online quote.
Results
This approach, amongst many other automated messaged ensures a personalised and automated approach which has increased open and click through rates for ‘trigger’ emails to 98%. These emails arrive in customers’ inboxes within 30 minutes of them visiting the website compared with two hours previously.
Another example is a welcome journey email which has contributed to a 128% increase in sales while a cross-selling renewal journey has resulted in a massive 500% uplift.
Key lessons
By building smart, timely and personalised messages that are automated through intelligent journeys and triggers you can ensure your messages arrive with your audience when they are needed. This timeliness and relevance delivers significant engagement and commercial gains.