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Allstate Insurance: Building Relationships Through Email

Allstate Insurance: Building Relationships Through Email. Authors: Blodwen Tarter, Debra Zahay, Mary Caravella Presenters: Blodwen Tarter, Debra Zahay DMEF Research Summit 17 October 2009. What We Will Tell You Today. Learning Objectives Span Full Range of Marketing Functions.

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Allstate Insurance: Building Relationships Through Email

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  1. Allstate Insurance: Building Relationships Through Email Authors: Blodwen Tarter, Debra Zahay, Mary Caravella Presenters: Blodwen Tarter, Debra Zahay DMEF Research Summit 17 October 2009

  2. What We Will Tell You Today

  3. Learning Objectives Span Full Range of Marketing Functions

  4. For Use Across Levels & Classes Classes & Topics

  5. The Situation Involves Extending Current Program Campaigns run by corporate marketing, messaging from individual agents

  6. Background: Build Relationships Without Alienating Field Agents

  7. Decision Problem: Soft versus Hard Sell How to extend the campaign?

  8. Discussion Questions

  9. Additional Information to Aid Teaching

  10. Relationship Marketing Program 1st time effort 2007 ECHO Winner Customer engagement 72% open rate and 13.3% CTR with January 2007 “Insurance Quiz” ECHO award winner

  11. Student Solution: Overall Plan Agent Buy-In CRM PURLs Direct Mail CommunitySponsorships Print Social Email

  12. Agent Buy-In Critical to Success of Any Campaign Trainings / Webinars / Social Media Seminars Encourage Personal Client Interaction Communicate Initial Findings Agent Surveys - Involvement

  13. CRM Database – Detailed Look CRM Database CRM Page View

  14. Personalized URLs (PURLs) JUNE 10, 2009 HELLO DEBRAARE YOU PREPARED? LOCAL NEWS Your Customized All-State Insurance Plan Homeowners Insurance Premium Due July 2009 Has your home had any upgrades since 2008? Click here for plan details Car Insurance Premium Due Aug 2009 Do you have enough coverage? Click here for plan details Thunderstorms Approaching Chicagoland Area(click here for radar) TRAFFIC NEWS Stevenson Hwy Construction(click here for map)

  15. Writing the Case was an Iterative Process (not as easy as you think!)

  16. What Can Be Learned

  17. Questions? • Blodwen Tarter, btarter@ggu.edu, 415-442-6587 • Debra Zahay, zahay@niu.edu, 815-753-6215 • Mary Caravella, mary.caravella@business.uconn.edu, 860.486.9010

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