Allstate Insurance: Building Relationships Through Email

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Allstate Insurance Building Relationships
Through Email

• Authors Blodwen Tarter, Debra Zahay, Mary
  Caravella
• Presenters Blodwen Tarter, Debra Zahay
• DMEF Research Summit 17 October 2009

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What We Will Tell You Today
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Learning Objectives Span Full Range of Marketing
Functions
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For Use Across Levels Classes
Classes Topics
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The Situation Involves Extending Current Program
Campaigns run by corporate marketing, messaging
from individual agents
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Background Build Relationships Without
Alienating Field Agents
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Decision Problem Soft versus Hard Sell How to
extend the campaign?
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Discussion Questions
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Additional Information to Aid Teaching
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Relationship Marketing Program

• Customer engagement
• 72 open rate and 13.3 CTR with January 2007
  Insurance Quiz
• ECHO award winner

1st time effort
2007 ECHO Winner
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Student Solution Overall Plan
PURLs
Direct Mail
CommunitySponsorships
Print
Social
Email
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Agent Buy-In

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

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CRM Database Detailed Look
CRM Database
CRM Page View
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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)
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Writing the Case was an Iterative Process (not as
easy as you think!)
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What Can Be Learned
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Questions?

• Blodwen Tarter, btarter_at_ggu.edu,
• 415-442-6587
• Debra Zahay, zahay_at_niu.edu,
• 815-753-6215
• Mary Caravella, mary.caravella_at_business.uconn.edu,
  
• 860.486.9010