Post-quote email strategy
Whenever someone fills out an online quote for auto insurance, but does not purchase a plan, Nationwide sends a series of follow-up emails. These emails haven’t been updated since 2014 and have never been tested. The creative team was tasked to redesign the post-quote email follow-up process so we can measure, test and learn.
Creative strategy:
Since we had no insight into how effective the original emails were, we conducted a competitor analysis to establish a baseline for industry standards. We mapped out things like frequency, cadence, subject and design. We distilled that information down into notable action items we could build upon. We found that:
Frequency & cadence: Our competitors front-load their post-quote emails, with a second wave of follow-up emails sent at the 4-week marks.
Subject: The majority of the communications sent focused on benefits, like a 24/7 claims line, roadside assistance and more.
CTAs: Most of the communications connect recipients to an agent to finish their quote.
Design: Most emails were heavily designed in their brand and utilized photography. Geico, Farmers and Progressive leveraged their spokesperson.
Competitor frequency & cadence:
Subject:
Breakdown:
Next steps:
Base off of the competitor analysis findings, we developed a testing plan for the client to review. Each phase, we will work with the client and Enterprise Analytics office to update creative and test the champion vs. challenger.
Project contributors:
Beth Kearns (manager) | Bryan Gasaway (creative strategy & lead) | Mary McPhail (writer)