Client New York Life (B2B acquisition campaign)

Challenge: New York Life introduced a new online insurance tool for brokers and their clients that streamlined and sped up case management with online enrolment, application, and underwriting.  This valuable tool was underutilized, which prevented the broker from better managing client needs, gaining a competitive edge in the marketplace, and, ultimately, increased management costs for New York Life.

Solution:  Sensei utilized it’s CXM Platform to customize a digital awareness and conversion campaign that leveraged email marketing, personal URLs (PURLs), and dynamic content to increase click-through rates and conversion.  Personalized emails sent to brokers promoted solution benefits directed at the broker’s unique client base and needs, and used Personalized URLs, to increase click-through rates. The corresponding site, secured for use by brokers only, presented dynamic content designed to engage each individual user based on the call-to-action he or she clicked and available profile/client data.   A/B Testing and other benchmarking tools were used to monitor the 6-month acquisition campaign with weekly reporting, analysis, and shifts to ensure the campaign succeeded.

Result: We’re prevented from sharing specific numbers publicly; however, we can say that the acquisition rate surpassed target goals.