Case Study

CRM MARKETING WITH PROGRESSIVE 

Driving Results with CRM Marketing That Looks Great and Works Hard

Building a hard-working CRM renewal & retention program is not the most friendly sounding task. So… how do you set to task developing results-driven direct CRM marketing for a fun and friendly brand like Progressive: A brand with heavy air time engaging customers and prospects with their advertising mascot, Flo?  

Answer: Develop a direct marketing communication stream. Too easy? Second question: How do you ensure your communications are both visually appealing and hard working while increasing customer renewals by 1% (without losing any creative integrity)? 

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INDUSTRY
Auto Insurance

AUDIENCE
B2C

WORK
CRM Retention
Digital
Email

TEAMWORK MAKES CRM RENEWAL & RETENTION 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. Based on those findings, we were able to implement a multivariate creative email test highlighting value, savings, benefits—all brand promises that needed further promotion and explanation to their customer base. And, of course, we included specific targeting tactics to further drive resonance and help each individual understand the value…and savings…and benefits they’d gain (or continue enjoying) by choosing to remain a Progressive customer.

 

ACING THE TEST

Progressive_iPhone_CompLove-Simplify
Progressive_iPhone_SuperBen_Renew
Progressive_iPhone_CompLove-Renewal
Progressive_iPhone_ValueTownRenew

This multivariate email test was deployed to Progressive’s entire member base. We know, “Whoa.” Right? Though some of the individual emails performed better than others (naturally), the overall test delivered a measurable lift in the retention rate when compared to a control group. Way to be progressive!

Interested in increasing your retention rates with a multivariate email (or direct mail) test? Let’s talk.

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