Act-On Success Story
Danny said Act-On has enabled his team to implement campaigns twice as fast and better analyze how they perform. But those benefits are just the beginning.
Danny credits Act-On with transforming Frontline’s marketing, and he’s excited to see the growing role it’s playing in the services they offer. “The digital revolution is well underway, and Act-On is helping us beat the competition and ensure the success of our customers,” he said.
The email design and landing page build is intuitive and easy to pick up. The marketing list function is also particularly easy to learn.
Lynn Harris
Marketing Director
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.
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.
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 programs, it has already experienced many benefits from the switch. As they expand their marketing efforts, Lynn says she sees how Act-On will be able to aid them in designing automated campaigns, communicating with Salesforce, understanding prospect behaviour, and customer data acquisition.
RSA Insurance’s email performance improved dramatically after implementing Act-On. They are now breaking through the ‘noise’ created by other insurers and getting into the inboxes of brokers and risk managers. With open rates rising above the 18-20% industry benchmark and click-through rates as high as 59%.
We are presenting ourselves in a much more professional way and we are streets ahead of where we were previously.
Lynn Harris
Marketing Director
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 Harris
Marketing Director
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 Harris
Marketing Director
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
Lynn Harris
Marketing Director
Results
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. 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.
Act-On has provided advice and support so far on the General Data Protection Regulation (GDPR).