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Segmentation to Increase Interaction

Madison Mutual is an insurance provider who offers its products in Illinois, Missouri, Indiana and Wisconsin. They started in Madison County, IL in 1919 and since have grown to selling their product through 400 individual agents across their footprint.

Products:

  • Homeowners
  • Auto
  • Farmers
  • Umbrella

What Problem Were We Trying to Solve?

Madison Mutual was looking for ways to increase opens and clicks on the newsletter they emailed to policyholders every other month.

Examples newsletters on iphones

What Was Our Approach?

We got technical, segmenting their email newsletter list by state and by individual policies, and therefore tailoring content more specifically to each recipient.

Newsletter in a floating ipad

…And How?

Stealth incorporated hero images reflective of the content going to each policyholder, whether it was focused on home, auto or both.

We added surprising and interesting factoids about each state to make the content feel more personalized.

We also built a CTA section in each email that gives policyholders insight into products they are currently not signed up for and pushes them to contact an agent.

Results

Madison Mutual enjoyed significant increases in both clicks and opens when compared to sends prior to implementing Stealth’s segmentation strategy.

Opens went up 36% and clicks up 250%.

Month Opens Clicks CTR
Oct 19'
624
27
4.3
Dec '19
597
20
3.4
Feb '20
645
26
4
Apr '20
880
95
10.7

Strong strategy and relevant content can help make all the difference in your digital marketing. Our digital team can help you with both! Pick their brains today!

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