Case Study

PROGRESSIVE

Building a Renewal Plan That Looks Great and Works Hard

Progressive is a brand that has a lot of fun with their advertising. You’ve probably seen Flo and her friends on TV. Progressive is an engaging brand that brings fun to the auto insurance space. But they’re not just all fun and games—they also demand results.

So, what do you do when you want to increase customer renewals by 1% without losing any creative integrity? Develop a direct marketing communication stream that’s both visually appealing and hard working.

INDUSTRY
Auto Insurance

AUDIENCE
B2C

WORK
CRM Retention
Digital
Email

TEAMWORK MAKES DREAMS WORK

We partnered with Progressive’s Marketing Science Analysts and in-house creative agency to identify the biggest behavioral and relationship triggers for churn and implemented a multivariate creative email test highlighting value, savings, benefits—and making it easy to make the decision to stay by using specific targeted tactics.

 

ACING THE TEST

Progressive_iPhone_CompLove-Simplify
Progressive_iPhone_SuperBen_Renew
Progressive_iPhone_CompLove-Renewal
Progressive_iPhone_ValueTownRenew

This test was deployed to Progressive’s entire member base. Some of the individual emails performed better than others. Overall our test delivered a measurable lift in the retention rate when compared to a control group.

Way to be progressive!

 

INQUIRE

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