A leading company in the insurance industry approached our team to execute an engaging and effective email campaign in September 2023. The aim was to foster engagement and interaction among the professional community while promoting the company’s brand and offerings.
Situated in Grünwald, at the gates of Munich, the company in focus is one of the most traditional specialty brokers for insurance in the yacht, aircraft, and classic car sectors. With a heritage dating back 50 years, it was founded in 1973 by a passionate and internationally successful regatta sailor who initially embarked on this venture as a side business. Over the years, it has evolved with a commitment to not just being a conventional insurance broker but a professional provider of specialty insurance for water sports.
From its early days insuring regatta yachts, the company quickly expanded its portfolio. By the early 1980s, it was already insuring larger yachts. The business experienced significant growth and diversification under the stewardship of its current owner, who joined in the early 1990s. The company made a strategic entry into the aircraft insurance sector around the turn of the millennium, offering highly competitive services that covered nearly all areas of private aviation, from gliders and helicopters to single and twin-engine aircraft and private jets.
After the founder’s untimely death in a flight accident in 2002, the current owner took the helm, received immediate trust from major German insurers, and continued to steer the company along its established course. The firm then underwent strategic adjustments to align with the market environment, internationalizing its operations with a focus on the Balearic Islands, Croatia, and Slovenia.
Today, the company is not just a nameless conglomerate; it is a very personal and internationally renowned address for specialty insurances. With its headquarters in Grünwald, it manages a portfolio of 54,000 contracts and generates an annual turnover of 20 million Euros. It is recognized for its rapid claims processing and extremely competent consultation, factors that have contributed significantly to its success.
In the super-yacht segment, it is well-connected and engaged, with contracts covering various large formats and continuous development in this business area. The firm has also recently entered the classic car insurance sector and vacation property insurance, both of which have been excellently received, connecting various aspects of its customers’ lifestyles.
The company has grown significantly since its restructuring into a stock corporation in 2012, a move aimed at enhancing its public image and fostering greater trust among clients and insurers. With a team of 125 brokers across Europe recommending its insurance coverage and around 30 experts available at strategically important yachting locations for claims settlement, it has cemented its position as a leader in the market for yacht and aircraft insurances, enjoying the unequivocal trust of thousands of clients.
With a foundation built on competence, trust, passion, and a 100% customer orientation, the company stands as a testament to the realisation of ideas, measures, and employee performances. The firm’s key to success lies in its fast processing of claims and the competence of its employees in consultation, not to mention the personal touch it maintains in all its dealings.
Why Email Campaigns are Crucial in Today’s Marketing:
Email marketing remains a vital tool for businesses to communicate with their audience.
Here’s why email campaigns are still relevant and powerful:
- Direct and Personalised Communication: Email allows businesses to reach their audience directly in their inboxes, providing a platform for personalised and targeted messaging.
- Cost-Effective: With a significant ROI, email marketing is cost-effective, making it accessible for businesses of all sizes.
- Measurable: Marketers can track the performance of email campaigns through various metrics, gaining insights into user behaviour and campaign effectiveness.
- Engagement: Well-crafted emails can drive customer engagement, foster relationships, and build brand loyalty.
- Wide Reach: With billions of email users worldwide, email marketing offers a vast audience reach.
Every business aiming for a robust and comprehensive marketing strategy should incorporate email campaigns to leverage these benefits.
- Achieve a high open rate and click-through rate.
- Maintain a low unsubscribe and bounce rate.
- Engage the audience with relevant content and calls to action.
- Total Emails Sent: 8,579
- Delivery Rate: 98.67%
Our team meticulously planned and executed the campaign by segmenting the audience, crafting compelling content, and implementing A/B testing for various elements. We closely monitored the campaign’s performance and made necessary adjustments in real-time to optimise results.
- Open Rate: Achieved a notable open rate of 25.59%, indicating the relevance and appeal of the email content to the recipients.
- Click Rate: The campaign saw a click rate of 6.52%, demonstrating that the calls to action and links effectively engaged the audience.
- Unsubscribe Rate: Maintained a low unsubscribe rate of 0.76%, reflecting the audience’s interest and the campaign’s non-intrusive nature.
- Bounce Rate: Recorded a hard bounce rate of 0.21% and a soft bounce rate of 1.83%, showcasing the quality and accuracy of the email list used.
The campaign’s performance metrics highlight its overall effectiveness and alignment with best practices in email marketing. An open rate of 25.59% is above the industry average, underscoring the compelling nature of the campaign’s subject lines and the resonance of its content with the target audience. This noteworthy open rate is indicative of a well-segmented and accurately targeted email list, which ensures that the messages are relevant to the recipients, thereby encouraging them to engage with the content.
The click rate of 6.52% further attests to the campaign’s success in driving recipient engagement. This metric is particularly crucial as it reflects the recipients’ willingness to interact with the campaign content and take desired actions, which is a primary objective of any email marketing initiative. The engaging and visually appealing call-to-action buttons, coupled with strategically placed links within the emails, facilitated this level of interaction, guiding recipients seamlessly through the customer journey.
A low unsubscribe rate of 0.76% is another positive indicator, demonstrating that the campaign was not perceived as spammy or intrusive by the recipients. This low rate suggests that the content was well-received and valued by the audience, fostering a sense of trust and interest in continued communication with the insurance company. The combination of a carefully crafted message, respectful frequency of communication, and provision of valuable information contributed to retaining subscribers and minimising opt-outs.
Finally, the minimal hard and soft bounce rates (0.21% and 1.83% respectively) are indicative of a well-maintained and up-to-date email database. These low bounce rates not only positively impact the campaign’s deliverability but also reflect the quality of the contact list, which is fundamental for the success of future email marketing initiatives. The hard bounce rate, in particular, is a critical metric to monitor, as high rates can harm the sender’s reputation. In this case, the low rate suggests that the company’s email marketing practices are compliant with industry standards and best practices, positioning it favourably in the eyes of Internet Service Providers (ISPs).
“Working with Dealers League on our email campaign was a seamless and fruitful experience. The team’s expertise and dedication were evident in the results achieved. We look forward to future collaborations.”
The email campaign in September 2023 was a resounding success, meeting and exceeding the set objectives. The campaign not only promoted the insurance company’s brand but also facilitated valuable engagement and interaction among the recipients. With our client delighted with the results, this campaign stands as a testament to our team’s capabilities and commitment to delivering excellence in email marketing.
For more information or to discuss your email marketing needs, please contact us.
About the Author: Michael Masa
Why should you listen to me? With a rich background in marketing and a passion for sharing knowledge, I’ve dedicated the last 9 years of my life to the field. I’ve worked as a marketer and have been instrumental in crafting the marketing strategy for one of Europe’s leading insurance companies, BAVARIA AG.
Prior to my current role, I spent 12 years as a Sales Manager, leading a team of 12 dynamic individuals and implementing the latest sales techniques to drive success. This experience allowed me to refine my leadership skills and gain a deep understanding of the sales industry.
Now, I’m at the helm of Dealers League, a marketing agency that not only grows and manages websites for businesses but also focuses on the importance of effective marketing strategies. Recognizing the need for continuous learning in this fast-paced industry, we offer courses on the latest marketing techniques.
My varied experience in sales and marketing provides me with a unique viewpoint on how these two crucial areas intersect. I look forward to sharing my knowledge and insights with you through this blog.