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Meyer and Associates Leverages Act-On to Easily Market Their Insurance Products to Over 100 Alumni Associations

Industry: Insurance
Highlights:
  • Achieved baseline metrics almost double that of their insurance industry competitors
  • Able to easily send multiple versions of tailored emails to over 100 alumni groups
  • Equipped with the necessary tools and insights to personalize the customer journey

The Challenge

Founded in 1973, Meyer and Associates is a broker and “third-party administrator” that partners with over 100 colleges and universities across the United States to market and sell insurance to their members. After decades of careful growth, the company has doubled in size in recent years.

This unique business model gives Meyer and Associates the opportunity to reach a large customer base. It also creates many challenges, however, because the company must coordinate marketing timing and messaging closely with each of the colleges and universities. To navigate these complexities and stand out in the inbox, the company must provide meaningful messaging to a diverse population at every stage of the customer journey.

To effectively serve various alumni associations and engage their alumni, Meyer and Associates emails customers on behalf of their college or university. This process requires constant email testing in addition to abundant customization for each alumni association and for each individual alumnus, yet the company relies on a very lean marketing team to execute these campaigns.

Digital Marketing Manager Jen Twersky says that despite exercising great attention to detail, Meyer and Associates’ marketing team was encountering roadblocks that were preventing them from even delivering their messages to inboxes, let alone engaging customers. “Due to the way we deploy email, we were facing issues where we were being blocked by ISPs despite following best practices.”

The company’s nimble marketing team knew their ESP did not have the features they needed to execute, improve the deliverability of their email marketing efforts, customize messaging effectively, and drive results. This inspired Meyer and Associates to search for marketing automation that would allow them to accomplish their email marketing goals and improve efficiencies.

The Solution

Meyer and Associates had previously used ESPs MailChimp and Constant Contact but didn’t have access to the tools they needed to personalize the customer journey at scale and make a good first impression upon landing in their customers’ inboxes. In addition, the company’s marketing team wasn’t seeing consistent engagement on their email marketing efforts and lacked the insights to help them improve results.

Meyer and Associates realized that an ESP was simply not a strong enough tool for what the organization wanted to accomplish; they needed a marketing automation platform to help them improve the customer experience and drive results. Jen Twersky says, “We wanted a marketing automation platform that would enable us to streamline the process of sending emails and help us to marry best practices and data to deliver a unique marketing experience to our customers.”

“We wanted a marketing automation platform that would enable us to streamline the process of sending emails and help us to marry best practices and data to deliver a unique marketing experience to our customers.”

JEN TWERSKY

Digital Marketing Project Manager

As Meyer and Associates embarked on their search for a better solution, they were lucky enough to receive a recommendation for Act-On from an agency they had contracted to help them relaunch their website. In addition to their business partner’s praise for the platform, the company chose Act-On due to the platform’s ease of use, strong educational resources, and excellent customer support.

Jen notes that these features have enabled Meyer and Associates to leverage the platform and explore new ways to grow their marketing efforts. “As we’ve gotten more sophisticated with our campaign design, we often turn to Act-On University to learn how to implement a new idea and, when that doesn’t work, customer support has been very helpful in getting us where we need to be.”

“We are utilizing Data Studio to gather data and use those insights to shape our marketing strategy. This year is the year that we really want to start developing our lead scoring model and automating other marketing efforts outside of email sending.”

JEN TWERSKY

Digital Marketing Project Manager

The Result

Since the implementation of Act-On was simultaneous with the launch of their new website, Meyer and Associates ran into a few issues that prevented their emails from reaching inboxes initially. Luckily, Act-On’s Deliverability team jumped in and moved the company to a shared IP pool so they could improve deliverability.

Now that Meyer and Associates is wholly up and running within Act-On, they’ve been using it to segment lists, send emails, and measure performance. Jen Twersky points out that Act-On’s Data Studio feature is particularly useful, and her team is excited about how they’ll continue to leverage the insights they gather in the future:

“We are utilizing Data Studio to gather data and use those insights to shape our marketing strategy. This year is the year that we really want to start developing our lead scoring model and automating other marketing efforts outside of email sending.”

Meyer and Associates has already seen huge results from using Act-On. Thanks to Act-On, the company’s open and click rates are almost double the insurance industry’s average. Jen also notes that the company has been able to triple its email send volume, a feat it would not have been able to reach without tools available through Act-On. “We definitely wouldn’t have been able to deploy this many emails with this much customization without the flexibility the Act-On platform provides.”

Aside from the platform’s strong functionalities, Meyer and Associates lauds Act-On’s customer support for enabling them to fully benefit from this new tool. Marketing Coordinator Keith Haddad notes that Act-On’s commitment to helping customers work through critical issues — regardless of the time and effort required — is something that makes the platform stand apart from competitors:

“I ran into a significant issue that involved a massive volume of critical and time-sensitive emails that had to be deployed. Thankfully, there was somebody at Act-On who worked with me throughout the weekend to ensure that they were.”

Improving email marketing is just the beginning of how Meyer & Associates hopes to grow their efforts with marketing automation. Moving forward, COO Ann Meyer Abdi says the company wants to leverage Act-On to provide customers with more specific offers and products to fit their needs. “We’re trying provide each individual recipient with a unique and customized experience and, with the Act-On tools, we have incrementally started to achieve that in a more sophisticated manner.”

Meyer and Associates

Meyer and Associates designs, sells and manages insurance programs promoted by associations and affinity groups exclusively for their members and their families. The company takes great pride in developing long-term, sustainable relationships with members from more than 150 groups.