Extended Quote Email Campaign
Challenge
Some customers get a Root auto insurance quote but do not purchase a policy. Previously, we’d sent those customers a series of 4 emails over 2 weeks to encourage them to bind, but we were missing an opportunity to convert customers past the 2 week period. We wanted to test if an extended campaign would help convert customers—and if so, what kind of content would work best.
Solution
We launched this extended quote remarketing campaign as an extension to the quote-no-bind series to reach those customers during weeks 5-17 after they received a quote but did not bind. After exploring multiple concepts and design layouts, we chose to use social proof as the main theme throughout, focusing on ease, reliability, and the extra perks.
How I helped
My design partner and I researched and explored what kind of content would best persuade users who were hesitant enough to wait more than 5 weeks to purchase a policy. Ultimately, we decided on the social proof overall theme and gave each email a focused attribute. I wrote all the copy for the emails and sifted through hundreds of customer reviews to find the most fitting quotes that matched each email’s theme.
This work was not done alone. Thank you to my collaborators—designers, project managers, scrum masters, supervisors, and everyone else—for your talent, guidance, and hearts. I appreciate you.