Marketing Automation Case Study

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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For some businesses, cross selling is fairly easy

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Would you like fries with that?

This simple cross-sell has earned McDonald's millions

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However, many businesses are faced with the challenge of knowing

what next to sellto

whomand when

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a leading Insurance player in India

Our Client

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Uses Propensity Analytics model to analyze data and predict what customers

will buy, even before they know themselves

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HDFC Life’s Mission

To use this intelligence to drive

effective, timely, and profitable

marketing strategies

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- HDFC Life Marketing Head

We needed a system

to run this predictive

modelling and plan customer engagement

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HDFC Life collaborated with netCORE to accomplish this mission

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Our Marketing Weapon

Smartecha cross-channel marketing automation platform

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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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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 generati

onLead

ScoringLead

Nurturing

Missed Call

Voice

SMS

Email

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Sounds easy, but..

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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.

CHALLENGE

THE

NameMobileEmail

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Our Solution: To plan an automation workflow such that each of the contacts can be reached

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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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WORKFLOW

AUTOMATION

THE

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WORKFLOW

AUTOMATION

THE

Contact exists in the list

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WORKFLOW

AUTOMATION

THE


Check if Contact

has email ID

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WORKFLOW

AUTOMATION

THE


Check if Contact

has email ID

Check for category

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WORKFLOW

AUTOMATION

THE


Send email on next product

customer likely to buy

Check if Contact

has email ID

Check for category

1. Savings & investments2. Protection Plan - Unmarried3. Protection Plan – Married4. Annuity plan5. Child plan6. Retirement plan7. Health plan

People who purchased Retirement plan are likely to buy Protection plan - Married

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WORKFLOW

AUTOMATION

THE




Check if Contact

has email ID

Check for category

Check

email open

ed



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WORKFLOW

AUTOMATION

THE




Assign Lead Scoring

Check if Contact

has email ID

Check for category

Check

email open

ed



1: Click on video link2: Missed call given3: Goes to landing page to fill form4: Fills form

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WORKFLOW

AUTOMATION

THE




Assign Lead Scoring

Send OBD Call based on predicted category

Check if Contact

has email ID

Check for category

Check

email open

ed10 days




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Check if Contact

has email ID

Let’s see what happens when we don’t have the Contact’s email ID

WORKFLOW

AUTOMATION

THE

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Check if Contact

has email ID

Check if Contact

has mobile #

WORKFLOW

AUTOMATION

THE

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Check if Contact

has email ID

Check if Contact

has mobile #END

WORKFLOW

AUTOMATION

THE

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Assign Lead Scoring


Check if Contact

has email ID

Check for category

Check

email open

ed10 days

Check if Contact

has mobile #




END

WORKFLOW

AUTOMATION

THE

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Check if OBD call

duration > 15 secs

+ key pressAUTOMATI

ON

THE

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Check if OBD call

duration > 15 secs

+ key press Rank Lead Score = 4AUTOMATI

ON

THE

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Check if OBD call

duration > 15 secs

+ key press Rank Lead Score = 41 day

Send SMS of predicted category

product with CTA Link

Check if SMS Link

clicked

AUTOMATION

THE

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Check if OBD call

duration > 15 secs




Check if SMS Link

clicked Assign Lead Scoring

1: Click on CTA link2: Missed call given3: Goes to landing page to fill form4: Fills form

AUTOMATION

THE

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Check if OBD call

duration > 15 secs




Check if SMS Link

clicked Assign Lead Scoring

1: Click on CTA link2: Missed call given3: Goes to landing page to fill form4: Fills form

END

WORKFLOW

AUTOMATION

THE

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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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The Email Creatives

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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 planThe Cross-sell SMS

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Highlightsof the campaign

The

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$

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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Email21%

SMS21%

Missed Call 2%

Voice55%

Email25%

SMS26%Missed Call

9%

Voice40%

April

March

Voice channel proved to be the

best for generating leads

Leads Score 1 Leads Score 2 Leads Score 3 Leads Score 4

23%

2%

15%

61%

29%

9%

17%

45%

March April

More than 70% of the leads were high quality,

sales ready leads

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LEAD SCORING DEMAND GENERATION LEAD NURTURING

Warm up leads for next purchaseOptimize all customer touch points Spend more time on the most valuable leads

Business goals, achieved best with SmartechTo build your success story, reach us at [email protected]

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Marketing Automation Case Study

Marketing

Transcript of Marketing Automation Case Study