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Email Marketing Automation Converts Users at a 785% Higher Rate than Site Average

+%

Increase in Save Quote rate

%

Higher conversion rate than site average

email addresses captured

About

Our client is one of the oldest fortune 500 life insurance companies in the United States. In 2015, they become a national provider of direct-to-consumer individual dental insurance plans.

Background

BKMedia Group was approached by the client to market their direct-to-consumer individual dental insurance product. The product is sold on a separate site. 

 

The website provides a quick and easy online quote tool where users are able to enter their location, age, and dependents directly in the tool and generate a quote for dental insurance. The quote process at the time did not collect email addresses.

Objectives:

 

 

  • Collect email addresses from potential customers
  • Nurture and convert leads
  • Increase conversion rate

 

The Execution

We launched a campaign where users are asked to enter their email address before receiving their quote, so they could save the quote for later. 

 

Users’ email addresses are entered into a marketing automation campaign, where they receive a 5-email drip campaign that reminds them to return to their quote and make a purchase. 

The Result

In the first month, 3,280 users saved their quote. After optimization of the lead capture, the amount of users who saved their quote increased to 21,882 — an increase of 567%

 

96.7% of users who got a quote saved their quote. By the end of the fourth month, we captured 41,843 email addresses

 

The conversion rate of the “save a quote” users was 4.16%, 785% higher than the site average of 0.47%. 

+516%

Increase in Save Quote rate

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