Case study: a 460% increase in revenue from the email channel following the implementation of triggered emails.
Market: Ukraine
From a supporting channel, email became one of the main sales channels. It helped increase conversion into orders for MTPL and travel insurance services.
Setting up triggered emails increased the channel’s effectiveness. Testing send frequency helped improve conversion.
A system of triggered cross-sell and upsell emails increased sales of the most expensive service among drivers who had previously ordered related services.
The synergy between regular mass mailings and triggered emails strengthened the email channel’s role in customer interaction chains.
The email channel for VUSO insurance company exceeded all expectations. We carried out a full upgrade of the existing triggered emails. We launched new types of mailings, including abandoned browse emails. We continue to create quality themed emails, digests, and greeting emails. We did a great deal of work, and as a result, email marketing became a fully-fledged sales channel.
Key success factors
Regularity of Communications
Useful, regular informational emails played an important role in increasing the channel’s profit. Before this, mailings were sporadic, but increasing their frequency improved customer loyalty.
Loyalty Through Greeting Cards
Creative, minimalist holiday greeting cards have become a signature feature of the brand’s mailings and positively affect customer loyalty. Surprisingly, these emails generate the most substantial sales among all mass mailings and continue to perform for another 3-4 months after sending.
Email Retargeting One Step Before Purchase
For MTPL and travel insurance services, we implemented the sending of triggered emails to leads who started an application but did not complete it on the website. The email arrives within 2 hours of the event and contains the data the user managed to fill in. The average transaction rate for these emails is 35%.
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