Personalizing Email With Segmentation

A national insurance provider wanted to grow their life, auto, and home insurance business. They send out 200+ million emails annually and wanted a way to enhance the performance of their monthly offer email.

Before engaging Spatial.ai, all contacts in their database received identical email offers. They believed that by providing different subject lines, imagery, and copy relevant to each segment they could improve open-rate, click through rate, and ultimately drive policy sales. In particular, they wanted to see if personalization could provide a lift on disengaged contacts who had not opened an email in the past 12 months.

Segmenting Contacts

The insurance provider’s marketing team uploaded a list of names and postal addresses to the PersonaLive segmentation tool. They received that list back with PII removed and a corresponding segment appended to each customer. 

Designing Creative

Simplifying creative work, the client grouped segments into three higher-level cohorts with the PersonaLive Segment Builder. The cohorts were: Suburban Boomers, Middle Aged Suburbs, and Young Families. They used the taxonomy to gather inspiration for copy and imagery based on each cohort's behaviors and lifestyles. 

Results

The insurance company sent personalized emails out to 560,000 contacts who had not opened an email in the past year. A standard campaign for the insurance company had an average open rate of 17.99% and a click-through rate of 20.50%. Even with disengaged contacts, by personalizing the subject line and imagery, this email campaign saw an open rate of 25.66% (7.67%𝚫) and a click-through rate of 34.83% (14.33%𝚫).

By appending Spatial.ai’s PersonaLive segments to a contact list and informing creative based on segment, the insurance provider turned a disengaged contact list into over $100,000 of sales with one email.