Case Study:
MoneyCoach.ie
MoneyCoach.ie
Lead Generation and eCRM Build
Objectives
- To generate enquiries and customers for Moneycoach's Life Insurance and Mortgage Protection Products.
- To build up database of consumers interested in personal and domestic financial matters.
- Communicate with these consumers via quarterly newsletter to inform and educate on financial matters.
Process
- Run a branded lead generation campaign (below) on our data collection website such as http://www.fpd.ie.
- Target campaign so as it is only viewed by intended audience - EG; Homeowners
- Each person who opts-in to the campaign receives info on money management along with info on Life Insurance and Mortgage Protection products.
- Build tailored Email CRM program to encourage recipients of offer to submit quote enquiry.
CRM Process
- CRM process designed to encourage quote enquiry with 4 - 5 emails over initial 30 day period:
- 1st email - immediately after opt-in with money management tips.
- 2nd email - 1 week later with exclusive offer for insurance products.
- 3rd email - "You have 21 days left to redeem offer."
- 4th email - "You only have 14 days left..."
- 5th email - "You only have 7 days left..."
Email Creative Samples
Results
- Conversion rate to sale of leads enquiring via this channel = 20%.
- Average Cost-per-qualified lead = €25 - €30.
- Best performing conversation rate of any channel in use by MoneyCoach for similar campaign.
- Second best performing channel in terms of customer profitability.
- Over 8,000 new customer leads opted into MoneyCoach newsletter.
