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Best (or most dramatic) Test You Learned From:
Insurance.com - CYQ Urgent Email
Brand/Client Side Team:
Karen Imbrogno, Marc Majers, Communication Team Business Unit, Stephen Herron
From Their Nomination Form:
The challenge with creating a new CYQ email was to create a stronger call to action. The
first step was introducing a user-friendly, modern look to the email with a new template.
The email is designed to quickly be read in the popular window-pane style email clients.
The "Finish your auto quote today!" text in the upper right hand corner was positioned
for quick reference. We added an easy access "call-to-action" button, "Return and
Complete Your Quote Today". The bullet copy was added to summarize our services along
with strategically positioned inline hyperlinks to foster clicking. We also tested
different images; however, the Urgent Stamp seemed to connect to the copy the strongest.
We added an easy to use help center on the right to convey our commitment to customer
service. Finally, we added a personal touch with an email signature from a real in-house
agent. The goal of this email is to incent people to click on the link to complete their
quote. It's not the actual purchase. Our main two points of measurement for this
particular transactional email are the following: 1. Clicks/Successful Sends AND 2. Rate
Call 1/Clicks. Rate Call 1 is the first step in our transactional process. After the
person enters the needed carrier information into our quote, in order for the carrier
to generate a rate, we make a call out to the 15 carriers. In real-time, they will take
the information and return a rate. We will display back to the consumer up to four of
the leading rates. After that, there are several additional points of potential drop-off
and different transactional emails that address drop-off. Clicks as percentage of
Successful Sends: April 4.28%, November 6.71%, Change: 57% Increase. Rate Call1 as
percentage of Clicks: April 26.39%, November 30.53%, Change: 16% Increase.