Quotemehappy.com, a division of Aviva, is an insurer with a difference: it is based entirely online and with no phone numbers or physical stores, is able to offer customers highly competitive premiums.
Working with Experian Marketing Services, the client is able to call on the digital expertise of their Experian CheetahMail and Experian Hitwise solutions, to deliver highly effective marketing campaigns.
Multi-channel insight, technology, creative services and unique lifestyle understanding means tailored and targeted engagement at home and on the move — quoting, and keeping, customers happy.
Quotemehappy.com caters to modern customers’ desire for an effective but low-maintenance relationship with their insurer. To deliver this, Quotemehappy.com needed to truly understand how their customers actually engaged with them.
With email being one of the primary channels to market, the organisation commissioned Experian Marketing Services to find out how customers were interacting with their emails. The research concluded that 28% of the client’s customers were opening their emails via a mobile device.
As emails had been traditionally built for a desktop environment, this result meant that more than a Mobile optimised email proves optimum solution for Quotemehappy.com to increase conversions and customer engagement Quotemehappy.com calls upon Experian Marketing Services to implement mobile solution for their business and customers quarter of customers were receiving communications that may not have rendered seamlessly on mobile devices; blunting the effectiveness of engagement. With smartphones driving huge growth in mobile email and web-browsing, a detailed understanding of customers’ email usage was needed.
- identifying the mobile devices that 28% of customers used;
- creating mobile email, optimised for different devices; and
- deploying the solution to deliver strong ROI.
Experian Marketing Services’ Mobile Director, Grant Sidwell said, “Before we attempt to suggest solutions, we first take the time to investigate and understand the company and its challenges. This begins with gathering all the mobile data possible around the existing activity to ensure our propositions are hitting the right mark. It is the data that justifies the investment into mobile and what provided the deep insight Quotemehappy.com needed.”
The client adopted Experian Marketing Services’ mobile best practice guidelines; which meant that Quotemehappy.com could start to treat and track mobile users separately; enabling the client to isolate the ROI of their mobile users and identify what needed tweaking. The optimised mobile design mirrored the desktop version, but rearranged the displayed information to enhance the user experience, work perfectly, and deliver meaningful measurement:
- fonts were enlarged;
- content focused on a single column;
- ‘call to action’ made more prominent;
- action buttons placed conveniently for ‘one thumb’ navigation;
- interaction based on touch screen interfaces;
- tracking to identify mobile devices; and
- transactional tagging, with the ability to measure sales generated from mobile email.
Quotemehappy.com’s Tim Sutton said, “Experian Marketing Services’ clever technology means that we can be confident about what customers will see when they open our emails. It’s helping us to reach the right customer with the right message at the right time on the right device.”
Integrated and optimised mobile email is proving invaluable to this fast growing start-up company, generating significant ROI. The mobile solution has spurred a healthy 9% increase in conversion rates.
Tim also believes that this partnership delivers more, “Being able to call upon the wealth of resources from the wider Experian group is hugely important. Other providers may have been able to help us with mobile, or online, or social insight, but Experian is the only partner with the depth and breadth of insight across them all. They’re always innovating, looking at our business to understand how existing solutions can be better deployed and creating new ones tailored to our needs.”
Teamwork is also a key differentiator for Tim. “It’s a hugely strong, highly valued and incredibly successful partnership. Maybe this is because the Experian team is customer- focused, smart and creative — which perfectly describes us here at Quotemehappy.com.”
Experian CheetahMail and Experian Hitwise form part of Experian Marketing Services. The wider group’s suite of products and services spans both digital and offline. Helping clients to really harness the profitability of their multi-channel marketing.
“Being able to call upon the wealth of resources from the wider Experian group is hugely important. Other providers may have been able to help us with mobile, or online, or social insight, but Experian Marketing Services is the only partner with the depth and breadth of insight across them all. They’re always innovating, looking at our business to understand how existing solutions can be better deployed and creating new ones tailored to our needs.”