Multi-Channel
Retention Program
About The Hartford
Fourth-largest direct insurance carrier in the nation
Exclusive provider of AARP auto and home insurance
Challenge
- Ongoing and ever-present need to retain valuable customers
- Current and past customer communications were not following best practices in terms of number of touches, channels, and quality of content
Solution
- Developed Extra Mile creative platform
- Implemented a multichannel, multitouch strategy personalized to customer preferences
- Strengthened content strategy and incorporated engagement tactics to nurture client relationships
Campaign Results
29%
increase in customer engagements
Generated incremental improvements
in rates of retention
Channels
Direct Mail | Email
Quarterly newsletter—Direct mail.
Quarterly newsletter—Email.
Solo communication—Direct mail.
Solo communication—Email.
