Caravan and Motorhome Club and Paragon DCX
A new end to end strategy has been extremely successful in gaining valuable data whilst improving the customer journey through a new set of automated communications
Background
Champions of the great outdoors – from glamping to touring – the Caravan and Motorhome Club represents the interests of around one million caravan, motorhome, campervan and trailer tent owners across the UK. Founded in 1907, the Caravan and Motorhome Club has a wealth of experience and prides itself on offering great value and high quality campsites for tourers and glampers. The Club offers over 300 campsites across 14 countries in Europe including France, Spain and Italy amongst other destinations. Stays at these sites can be packaged with great ferry offers to create holidays that are protected by ABTA. The Club also offers a range of escorted and independent tours in Europe, Australasia, North America and Southern Africa, all of which are protected by ABTA. All members can take advantage of expert advice, overseas travel services, cover and insurance and exclusive member offers and discounts.
The challenge
Key to knowing when to contact someone is their renewal date and without this, knowing the right time can be like looking into a crystal ball. Historically, members had been sent various insurance mailings, only ever hitting a small percentage of people at the right time with the right product. The challenge was, with limited knowledge of renewal dates, to identify the best time to contact individual members about insurance products and put in place a journey to encourage them to get a quote.
Watch the full customer story
Watch our video which covers the full impact of Apteco marketing software on Caravan and Motorhome Club, presented by Alison Ells and Zoe Mitchell.
The Apteco Solution
Working alongside Paragon DCX and using Apteco software, a solution was created where members could provide their insurance renewal dates for a range of products, from Caravan Cover to Home Insurance. With the functionality in Peoplestage, it has also been possible to create personalised product specific links to place in appropriate emails.
Using PeopleStage and FastStats, a new flow of campaigns was created allowing anyone who has provided dates to be excluded from generic emails about a product that they have given a renewal date for. This new customer journey allows automated campaigns to be triggered when the renewal is due, based on the dates provided in the portal. Using PeopleStage, a reminder can be triggered one week later to any member who has not opened their email as a reminder to get a quote. As details of quotes and sales come back into FastStats it is possible to identify anyone who has taken out a quote or a policy in response to the campaign. On the back of the acquisition email it has been possible to expand the journey to then send a quote follow up to anyone who has taken out a quote but not purchased a policy. This joined up flow provides a rounded customer journey.
The project has been developed further to add an email to the onboarding journey to capture renewal dates shortly after a member joins CAMC to ensure a constant flow of new dates into FastStats and into the customer journey. Based on the success of renewal date capture, it has been possible to continue to develop the customer journey and the project touch points. A campaign is sent out annually for members to either refresh their renewal dates or for members who have not provided dates in the past to submit dates. This however leaves a big window of time without dates being added to the portal. By utilising the PeopleStage content step new functionality has been added to the financial services newsletters to enable members to update the month of their outfit insurance or cover renewal from within the body of the email. The same personalised link is used, alongside the month and insurance product within PeopleStage and output into the email as a unique link that will update the member’s date for their caravan, motorhome or campervan insurance. This has enabled a reusable block within emails that can be tailored to the content of the product offering in the email creating efficiency in email build.
It’s been a hugely positive achievement to gather a significant number of Club member insurance renewal dates. The campaigns that the Club has developed are now utilising this valuable date to great effect.
Allan Steatham, Head of Marketing, Caravan and Motorhome Club
Allan Steatham, Head of Marketing, Caravan and Motorhome Club
The impact on the business
The innovative new end to end strategy has been extremely successful in gaining valuable data while improving the customer journey through a new set of automated communications.
The introduction of an automated customer journey that triggers emails based on when a member is in the market for a specific product rather than working on assumptions of when the right time to target is.
Over an 18 month period there was an increase of 59.3% in known renewal months supplied by members across nine insurance and cover products.
Results from the new acquisition emails included an increase of over 60% in open rates and 170% in click rates. The quote rate increased by 182% over the previously used targeting approach.
A reduction in generic communications about insurance and cover being sent out due to having the correct renewal months for insurance has reduced the cost of direct mail and email as well as benefiting members by reducing the volume of communications they receive.
Using Apteco software has enabled us to supercharge insurance financial services marketing by utilising the data capabilities in FastStats and the ability to add personalised content within PeopleStage. Without this capability it would not have been possible to create the renewal date capture solution and the subsequent success from it.
Zoe Mitchell, Campaign Manager, Paragon DCX
Zoe Mitchell, Campaign Manager, Paragon DCX