Case Study: Evaluating And Assessing An Email Marketing Program And Strategy
Overview
- A leading insurance company wanted to better leverage email to reduce service costs and engage with their customers.
- Forrester conducted an email marketing review, including a business process and customer experience assessment.
- This engagement enabled Forrester to identify opportunities and develop a new strategy by fully assessing the strengths and weaknesses of the current email marketing program.
The Client's Challenge
Our insurance client needed to assess its company’s email marketing program and develop an enterprise email marketing strategy to reduce costs and better engage with customers. An extensive network of brokers owning client relationships, an email database for less than 10% of customers, an organization that did not value the medium, and competitive pressure made this strategy a key initiative.
Forrester's Solution
As an independent, objective third-party with rigorous assessment and forecast methodologies, Forrester delivered a tailored email marketing program audit following three major steps:
- Review of business process. Assessment of current business process across four major categories: governance, analytics, process, and data.
- Customer experience review. Conducted customer experience reviews of six email messages across four major categories: subscription, value, presentation, and trust
- Road map and recommendations
- Provided tactical recommendations for improving the usability of email messages, and best practices for improving the email program
- Delivered strategic recommendations for making the brokers shareholders in the email process and provided a model to promote the financial potential of email
