Everyone wants to feel optimistic about the future, especially when it comes to their pensions, life insurance, and retirement assets. That’s why Royal London Mutual Insurance Society Limited works hard to make financial planning approachable, light-hearted, and relevant for customers so they can stay positive and maximise their portfolios.
To achieve its customer-centric marketing goals, the company implemented Adobe Campaign, which enables marketers to create more targeted campaigns and emails that address prospects’ interests. After beginning to work with Campaign, Royal London surpassed its first year ROI expectations in just 8 months, and reached 158% of its revenue goal after 12 months.
Adobe Customer Solutions worked closely with Royal London to bring the Adobe platform to market in just 12 weeks without disrupting service. Staff participated in training delivered by Adobe Digital Learning Services that taught them how to deliver personalised campaigns.
“Adobe Customer Solutions simplified our adoption and showed us different ways to use the technology and improve our agility,” says Ajay Solanki, Consumer Digital Lead at Royal London Mutual Insurance Society Limited. “We were also able to organise and benefit from our data faster—including data from integrations with Microsoft Dynamics.”
Why personalization matters
With Adobe Campaign, Royal London connects its advertising, CRM, email, direct mail, call center, online, and mobile app data to develop a comprehensive omnichannel view of customer journeys. This allows marketers to use information that they learned about a customer through one channel on all channels.
For example, a customer who starts an online quote for life insurance but doesn’t complete it may receive a re-engagement email that directs them to a targeted landing page where they can finish the process. Revenues from these types of targeted campaigns exceeded initial goals by more than 58%, clearly demonstrating the power of personalisation.
Adobe Campaign also helps Royal London improve efficiency. Rather than spending two to three weeks executing a basic email campaign, Adobe Campaign allows marketers to send multiple campaigns each week, giving them more time to analyse performance and customer behaviour so they can meet customer expectations.
“Adobe Experience Cloud gives us a foundation for understanding what is going on now and the trends that will shape the future,” says Solanki. “With this, we can continue to anticipate customer needs to drive our success and customer values.”