More Than’s Journey to Individualisation

How One Insurance Provider Increased Email Open Rates By Almost 10%

MARkETIng.TERAdATA.cOM2

With a 300 year heritage, More Than, a brand within

the RSA Insurance family, is one of the world’s leading

multinational insurance agencies. Touting major

operations in more than 140 countries around the

world, More Than has made it a priority to meet the

needs of its 1.3 million customers by offering best-in-

class car, home, pet and travel insurance. In an effort

to build lasting customer relationships, More Than

utilises Teradata digital Marketing center to leverage

individualised insights and to deliver tailored messages

to the right customer, at the right time, on the right

digital device.

Heightened customer Expectations

For more than a decade, More Than relied on email

communications to keep their customers informed and

connected. However, in recent years, changes to More

Than’s business model and company infrastructure

led to customer communications falling behind other

priorities. In an industry with increasing competition and

heightened customer expectations, More Than needed

to develop meaningful, lasting customer relationships or

risk detrimental customer attrition.

As part of a wider company initiative to understand and

deliver upon customer needs, More Than’s customer

Marketing Team sought to build a new communications

and newsletter strategy. The initiative focused on three

main objectives:

1. Improve content and design

More Than’s email engagement rates were strong

in the insurance sector with average open rates

of 18% and click-through-rates of 4.19%. However,

the insurance group knew there was room for

improvement with the ability to deliver more

individualised, relevant communications to more

tightly constructed segments.

2. Widen scope of communications

With a newsletter format that was generic and

inflexible, it was impossible for More Than to

highlight key messages or personalise the content.

Furthermore, every newsletter presented the

same basic information with little variation on

subject matter. More Than knew there were many

other untapped opportunities for engagement.

Specifically, the company sought to promote

additional products, drive online renewals, and

inform customers about new service offerings.

3. Understand marketing performance

More Than had no way of communicating

marketing performance to key internal and external

stakeholders. The isurer required advanced data

analysis that could be shared across the entire

organization in order to leverage marketing

strengths and realign initiatives that weren’t

producing results.

With the need for robust digital capabilities in order

to turn marketing needs into reality, More Than turned

to Teradata digital Marketing center. The all-in-one

digital marketing system allowed More Than to leverage

individualised insights to connect with customers on a

personal level.

Powered by Teradata digital Marketing center, More Than was able to generate an internal analysis of its newsletter performance.

The Individualised Experience

More Than’s first goal upon implementing Digital

Marketing center was to develop a content plan across

the marketing organisation utilising customer insights.

With the solution, the customer Marketing Team gained

real-time access to customer lifecycle and behavioural

data which allowed More Than to identify common

themes, life events, and trends.

Utilising newly gained customer information, More

Than and Teradata’s campaign Management Team of

highly qualified digital marketing experts built a content

strategy that took into account seasonal initiatives,

trends in the industry, customer events, and key

business differentiators.

In order to transform More Than’s generic newsletter

into an eye-catching communication, Teradata’s creative

Services Team created an updated newsletter template

within digital Marketing center. The digital services

team ensured the design and format of the template

was in-line with industry best practices and More

Than branding. The template supported a multitude of

content types and topic areas so that More Than could

promote varying subject matter month by month. This

functionality proved to be especially helpful when More

Than released a new travel product and was able to

support the launch through newsletter promotions.

To encourage customer engagement, Teradata added

individualised elements, such as links to customer

account information and reminders about upcoming

renewals. Furthermore, the content within the newsletter

was dynamic, enabling More Than to select content

based on the customer’s product holdings. For instance,

if the customer owned pet insurance, the newsletter

was focused on that specific product line with added

individualisation depending on the type of animal owned.

Powered by digital Marketing center, More Than easily

adapted newsletter creative from month to month

and gained the ability to make in-flight campaign

adjustments. With this functionality, More Than regularly

evaluated campaign effectiveness, taking into account

everything from content length to email subject lines in

order to ensure maximum impact.

In order to understand the newsletter’s effectiveness,

the insurance group relied on digital Marketing center’s

reporting functionality and Teradata’s campaign

Management Team expertise, to produce a monthly

analysis of customer engagement. The report gave

details on key performance metrics including delivery

rates, open rates, and click-through rates. Furthermore,

the report included significant findings in regards to

which pieces of content were clicked on by specific

customers and the total volume of clicks by content type.

When necessary, the campaign Management Team was

able to dig deeper into the data if more detailed analysis

was required.

In order to share marketing’s success across the

organisation, Teradata’s report was used to develop a

top line summary of newsletter performance which was

sent to key internal and external stakeholders.

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Measurable Marketing Success

With the help of Teradata’s digital Marketing center and

Teradata’s digital experts, More Than was able to develop

and implement a solid digital marketing strategy, with

ongoing analysis and optimisation. Powered by Teradata’s

advanced functionality, More Than gained the ability to be

more agile and responsive to the needs of customers.

Being able to quickly and easily adapt newsletter content

gave More Than the benefit of individualised customer

interactions with increased relevance. Within the first

year of implementation, More Than’s newsletter open

rates increased from 18% to 27% while click-through rates

increased from 3.73% to 7.37% in one record-setting

campaign. Furthermore, with the ability to promote

various product offerings within the newsletter, cross-sell

opportunities increased twofold.

The monthly reports generated by Teradata’s campaign

Management Team, with the help of digital Marketing

Center, gave More Than’s newsletter a higher profile

within the company. Executives and key stakeholders

became increasingly engaged with the initiative and

finally understood its immense value.

Ultimately, Teradata digital Marketing center and the

support of Teradata’s digital experts gave More Than the

benefit of individualised insights so the insurance group

could provide a tailored experience for every customer,

enabling the company to build upon 300 years of

successful marketing.

Power your marketing with the Teradata Integrated

Marketing cloud. Make one-to-one customer connections

easily from a single solution and know more about your

marketing, your customers, and your business.

To learn more about how Teradata’s digital Marketing

solution can power your marketing, visit

Marketing.Teradata.com.

Teradata gave More Than the capability to see intricate analytical campaign details including bounce rates, delivery rates, and click-through rates.