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.