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Best Non-Email Opt-in Messaging:
Silver (tie) Consumer
Motorcycle Insurance - In The Saddle
Brand/Client Side Team:
Nathalie Melancon, Robin Monniere, Jennifer Charabin, Francis Carle
Vendors/Agencies:
Ariad Marketing Communications, TD Meloche Monnex
From Their Nomination Form:
Primmum-sponsored focus groups confirmed that insurance is a hot topic among
motorcyclists, in part because Canadian motorcycle owners enjoy a relatively short
riding season yet pay their insurance premiums for all 12 months of the year. With
the In the Saddle program, Primmum provides this community with useful, relevant and
interesting information - from road trips and motorcycle clubs to bike accessories
and safe driving, and yes, even to insurance. The premier issue of In the Saddle was
received by 47,626 individuals or recipients. The program's objective for the full
year of 2007 was to generate 850 online requests for insurance quotes. But the first
issue of the e-newsletter alone exceeded those expectations - achieving 232% of that
goal. The e-newsletter program also enjoyed great email reporting results with the
inaugural issue with a 42% unique open rate and a 28% clickthrough response. And In
the Saddle drew more than 12,500 unique article clicks on the three articles of the
inaugural first issue. The second issue deployed on July 10, 2007. And after the
first 48 hours the results included more than 50% of the expected requests for online
insurance quotes and nearly 8,000 unique article clicks. With an overall conversion
rate of 2.64%, In the Saddle ranks according to the 2006 "Internet Retailer" in the
higher range of conversion rates for email campaigns within this industry. In November
2007, In the Saddle deployed a short e-bulletin asking readers to remain engaged in
their hobby in the cold months of winter, by describing a favorite ride from their
summer season. The campaign drew over 100 very detailed letters from the readership
community.
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