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State Customer Engagement Email Programme
Channel - Email Marketing Bronze
Chemistry Group
State Insurance
Entrant Credits
Tessa Stewart, Andrew Mitchell and Trudy Holland
Nominee Credits
Kristen Wilson, Pippa Rix and Merran Anderson
Additional Credits
Joseph Silk, Matt Westerman and Nathalie Morris
Entry Rationale
In an incredibly low interest, ‘set and forget’ category like general insurance it does not get much harder to engage customers. State has not only managed to achieve an incredible email database build over a 12 month period (150,000+ customers) but their communications strategy is seeing them achieve read rates three times the industry average and click-through rates almost double the industry average. On top of that (and this is the acid test) opt-out rates are barely reaching 0.6%. If that is not a superb example of engagement then what is?

Engagement is all well and good but what about ROI? Not only is this channel building a new level of intimacy with customers, it has achieved an ROI north of 3000%. Not bad for a grudge purchase.