Case Study: How a leading Insurance player carried out Cross-channel marketing that led to better engagement and conversions

1. Marketing Automation Case Study
How a leading Insurance player carried out Cross-channel marketing
that led to better engagement and conversions
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2. For some businesses, cross selling is fairly easy
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3. Would you like fries
with that?
This simple cross-sell has earned McDonald's millions
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4. However, many businesses are faced
with the challenge of knowing
what next to sell
to whom
and when
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5. a leading Insurance player in India
Our Client
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6. Uses Propensity Analytics model to analyze data and predict what customers
will buy, even before they know themselves
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7. HDFC Life’s Mission
To use this intelligence to drive
effective, timely, and profitable
marketing strategies
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8. - HDFC Life Marketing Head
We needed a system
to run this predictive
modelling and plan
customer engagement
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9. HDFC Life collaborated with netCORE to accomplish this mission
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10. Our Marketing Weapon
Smartech
a cross-channel marketing automation platform
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11. Marketers at HDFC Life could input the insights from their predictive tool, define
rules-based actions on Smartech and deliver messaging across multiple channels
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12. Marketers at HDFC Life could input the insights from their predictive tool, define
rules-based actions on Smartech and deliver messaging across multiple channels
Predictive Tool
Smartech
Multi-
channel
targeting
Demand
generation
Lead
Scoring
Lead
Nurturing
Missed Call
Voice
SMS
Email
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13. Sounds easy, but..
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14. Marketers at HDFC Life did not have all the data-points of customers.
There was a huge chunk of database with just mobile numbers and not corresponding email addresses.
THE
Name
Mobile
Email
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15. Our Solution: To plan an automation workflow such that
each of the contacts can be reached
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16. Our Solution: To plan an automation workflow such that
each of the contacts can be reached
Missed Call VoiceSMS Missed Call VoiceSMSEmail
Database with only mobile number Database with mobile number and email address
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17. WORKFLOW
THE
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18. WORKFLOW
THE
Contact exists in the
list
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19. WORKFLOW
THE
Contact exists in the
list
Check if
Contact has
email ID
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20. WORKFLOW
THE
Contact exists in the
list
Check if
Contact has
email ID
Check for
category
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21. WORKFLOW
THE
Contact exists in the
list
Send email on next
product customer
likely to buy
Check if
Contact has
email ID
Check for
category
1. Savings & investments
2. Protection Plan - Unmarried
3. Protection Plan – Married
4. Annuity plan
5. Child plan
6. Retirement plan
7. Health plan
People who purchased
Retirement plan are likely to
buy Protection plan - Married
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22. WORKFLOW
THE
Contact exists in the
list
Send email on next
product customer
likely to buy
Check if
Contact has
email ID
Check for
category
Check
email
opened
1. Savings & investments
2. Protection Plan - Unmarried
3. Protection Plan – Married
4. Annuity plan
5. Child plan
6. Retirement plan
7. Health plan
People who purchased
Retirement plan are likely to
buy Protection plan - Married
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23. WORKFLOW
THE
Contact exists in the
list
Send email on next
product customer
likely to buy
Assign Lead Scoring
Check if
Contact has
email ID
Check for
category
Check
email
opened
1. Savings & investments
2. Protection Plan - Unmarried
3. Protection Plan – Married
4. Annuity plan
5. Child plan
6. Retirement plan
7. Health plan
People who purchased
Retirement plan are likely to
buy Protection plan - Married
1: Click on video link
2: Missed call given
3: Goes to landing page to fill form
4: Fills form
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24. WORKFLOW
THE
Contact exists in the
list
Send email on next
product customer
likely to buy
Assign Lead Scoring
Send OBD Call based
on predicted
category
Check if
Contact has
email ID
Check for
category
Check
email
opened
10 days
1. Savings & investments
2. Protection Plan - Unmarried
3. Protection Plan – Married
4. Annuity plan
5. Child plan
6. Retirement plan
7. Health plan
People who purchased
Retirement plan are likely to
buy Protection plan - Married
1: Click on video link
2: Missed call given
3: Goes to landing page to fill form
4: Fills form
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25. Contact exists in the
list
Check if
Contact has
email ID
Let’s see what happens
when we don’t have the
Contact’s email ID
WORKFLOW
THE
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26. Contact exists in the
list
Check if
Contact has
email ID
Let’s see what happens
when we don’t have the
Contact’s email ID
WORKFLOW
THE
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27. Contact exists in the
list
Check if
Contact has
email ID
Check if
Contact has
mobile #
WORKFLOW
THE
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28. Contact exists in the
list
Check if
Contact has
email ID
Check if
Contact has
mobile #
END
WORKFLOW
THE
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29. Contact exists in the
list
Send OBD Call based
on predicted
category
Check if
Contact has
email ID
Check if
Contact has
mobile #
END
WORKFLOW
THE
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30. Contact exists in the
list
Send email on next
product customer
likely to buy
Assign Lead Scoring
Send OBD Call based
on predicted
category
Check if
Contact has
email ID
Check for
category
Check
email
opened
10 days
Check if
Contact has
mobile #
1. Savings & investments
2. Protection Plan - Unmarried
3. Protection Plan – Married
4. Annuity plan
5. Child plan
6. Retirement plan
7. Health plan
People who purchased
Retirement plan are likely to
buy Protection plan - Married
1: Click on video link
2: Missed call given
3: Goes to landing page to fill form
4: Fills form
END
WORKFLOW
THE
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31. Contact exists in the
list
Send email on next
product customer
likely to buy
Assign Lead Scoring
Send OBD Call based
on predicted
category
Check if
Contact has
email ID
Check for
category
Check
email
opened
10 days
Check if
Contact has
mobile #
1. Savings & investments
2. Protection Plan - Unmarried
3. Protection Plan – Married
4. Annuity plan
5. Child plan
6. Retirement plan
7. Health plan
People who purchased
Retirement plan are likely to
buy Protection plan - Married
1: Click on video link
2: Missed call given
3: Goes to landing page to fill form
4: Fills form
END
WORKFLOW
THE
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32. Check
if OBD call
duration > 15 secs
+ key press
THE
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33. Check
if OBD call
duration > 15 secs
+ key press
Rank Lead Score = 4
THE
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34. Check
if OBD call
duration > 15 secs
+ key press
Rank Lead Score = 4
1 day
Send SMS of predicted
category product with
CTA Link
Check if SMS
Link clicked
THE
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35. Check
if OBD call
duration > 15 secs
+ key press
Rank Lead Score = 4
1 day
Send SMS of predicted
category product with
CTA Link
Check if SMS
Link clicked
Assign Lead Scoring
1: Click on CTA link
2: Missed call given
3: Goes to landing page to fill form
4: Fills form
THE
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36. Check
if OBD call
duration > 15 secs
+ key press
Rank Lead Score = 4
1 day
Send SMS of predicted
category product with
CTA Link
Check if SMS
Link clicked
Assign Lead Scoring
1: Click on CTA link
2: Missed call given
3: Goes to landing page to fill form
4: Fills form
END
WORKFLOW
THE
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37. The MTG experts built the automation workflow on Smartech
11 Day workflow
7 Modules for 7 product categories
4 Channels (Email, SMS, Voice, Missed Call)
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40. The Email Creatives
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41. Your little dreamer needs help to
realize his/her true career path. Help
your child find it with ample financial
support provided by HDFC Life
Youngstar Plans. To know more, visit
<link> or give missed call at
02239386891. T&C apply.
Child plan
The Cross-sell SMS
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42. Highlights
of the campaign
The
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43. $
Overall, the Campaign
achieved a lead conversion
rate close to 0.42%
49% Increase in email
open rates because of
relevant targeting
For the first time, brand targeted
its customers on mobile, voice
and SMS channels and saw
phenomenal response
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44. Email
21%
SMS
21%
Missed Call
2%
Voice
56%
Email
25%
SMS
26%Missed Call
9%
Voice
40%
April
March
Voice channel proved to be
the best for generating leads
23%
2%
15%
61%
29%
9%
17%
45%
Leads Score 1 Leads Score 2 Leads Score 3 Leads Score 4
March April
More than 70% of the leads were
high quality, sales ready leads
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45. LEAD SCORING DEMAND GENERATION LEAD NURTURING
Warm up leads for next purchaseOptimize all customer touch pointsSpend more time on the most valuable leads
Business goals, achieved best with Smartech
To build your success story, reach us at mtg@netcore.co.in
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