RSA Insurance

RSA Insurance Breaks Through the “Noise” of the Inbox with Act-On

Industry: Insurance
Highlights
  • Email Open Rates rise above the 18-20% industry benchmark
  • Email Click-Through Rates (CTR) increased by 10-15%
  • Act-On made it easy to design, test and measure email and landing page performance

The Challenge

RSA Insurance is one of the world’s longest standing insurers, protecting individuals, small businesses and large corporations. In 2017, it was voted number one in the UK by the Broker Voice Survey for its first-class claims service. The business spans Canada, Scandinavia, Europe and the Middle East. Lynn Harris is the marketing director for RSA Insurance‘s UK commercial lines divisions. “In UK commercial lines, we only write insurance through intermediaries, so for us in the marketing team, our customers are mainly brokers and risk managers,” Lynn said.

Brokers and risk managers are inundated with emails from different insurers everyday, which made it difficult to break through the ‘noise’ of the inbox. With the old system, emails from RSA Insurance often went straight to the ‘junk mail’ folder. When the emails were opened, there was no way to report on who opened what, so the follow-up was blind. Furthermore, it was difficult and time consuming to build and send these emails that they had no visibility into.

The Solution

Lynn saw a clear need for a new platform. When she learned that RSA Canada had started using Act-On, she immediately jumped on a call with her colleagues to learn more. The rest is, as you say, history. “We were so impressed with the capability that we immediately engaged with Act On to find out more. I vetted other companies, but was not convinced they were able to provide as much capability,” Lynn said. RSA Insurance now uses Act-On for all outbound marketing. It uses Act-On for a myriad of email programs and campaigns; everything from event invitations to RSVP management, and product announcements to general information.

While RSA Insurance is still in the early stages of building automated email campaigns, it has already experienced many benefits from the switch. Lynn explains, “The benefits we can be clear on are the look and feel of the emails we are sending, the ability to run A/B testing, general usability, and the option to create landing pages.” As for click-through rates, “For emails that have gone to over 250 people in the last 90 days we’ve had extremely high performance for event invitations, as high as 59% for one of our events,” Lynn said.

As they expand their marketing efforts, Lynn says she sees how Act-On’s powerful marketing automation will help her team to consolidate and automate their campaign efforts, integrate their technology stack to easily transfer data into Salesforce, understand prospect behaviour through easy-to-view timelines, and provide them with the tools they need to collect valuable customer insights.

“We are presenting ourselves in a much more professional way and we are streets ahead of where we were previously.”

lynn harris

LYNN HARRIS

Marketing Director

The Result

Leveraging marketing automation is helping RSA consolidate and automate their marketing efforts and stand out in the inbox to better engage their audience. Thanks to having better customer insights and an understanding of how their audience is engaging with their marketing efforts, they are now breaking through the ‘noise’ created by other insurers and getting into the inboxes of brokers and risk managers. This has enabled them to achieve open rates rising above the 18-20% industry benchmark and click-through rates as high as 59%.

Act-On’s intuitive design makes it simple to create professional emails and landing pages. The ability to A/B test and report on email performance enabled Lynn and her team to further refine emails and messages. This refinement and testing resulted in an increase in open and click-through rates across RSA Insurance’s various email campaigns.

Lynn is excited to get Act-On connected with their Salesforce instance and knows they’ve just begun reaping the benefits of using Act-On. With a focus on the UK market, Lynn says, “Act-On has provided advice and support so far on the General Data Protection Regulation (GDPR).” Act-On’s functionality will enable RSA Insurance to ensure all of their emails have double opt-ins and provide the ability to meet all the GDPR requirements as time goes on.

“The majority of our email campaigns are performing well on click-through rates, as well as above the 18-20% open rate industry benchmark.”

LYNN HARRIS

Marketing Director

About RSA Insurance
With a 300 year heritage, RSA is one of the world’s leading multinational insurance groups. RSA has major operations in the UK, Scandinavia, Canada, the Middle East and Ireland. Their business protects people and businesses against risks.