How Allianz turned a renewal email into a loyalty moment

The challenge

For many insurance customers, the yearly renewal email for their car policy is purely informative. Often it's the only contact between insurer and customer. It arrives, gets a glance, and disappears.

• A standard, transactional message

  Every year on the renewal date, customers received their new policy, without any involvement from the marketing automation platform.

• A strong base, not fully used

  Adobe Campaign was in place, with customer data available through a connection to Azure Blob Storage. It just wasn't being used to its full potential.

• A missed chance for loyalty

  With loyalty and NPS high on the agenda, the renewal was a moment to strengthen the relationship and retention. It was passing by.

• What does one extra touchpoint do?

  Allianz wanted to know the effect on loyalty of an extra touchpoint in the customer journey.

Our approach

The answer wasn't a full rebuild, but smarter use of what was already there. Inside the existing Adobe Campaign environment, we designed a renewal flow with one goal: personal communication at scale, to reduce churn and improve retention.

1. 01

   Content driven by customer data

   Policy type, vehicle type, customer profile, number plate: the email adapts to each customer.

2. 02

   Personalised video

   Dynamic content and a personalised video replace the one-size-fits-all message.

3. 03

   Better timing

   The email now arrives four weeks before the renewal date, instead of on the day itself.

4. 04

   A fresh design with clear next steps

   A new design in the familiar house style invites interaction, and tells the customer exactly what to do next.

5. 05

   A competition

   Customers could win a year of free car washes. Consent management is built into Adobe Campaign.

6. 06

   Measured properly

   To evaluate the impact objectively, we ran a test with a control group and a test group, covering more than 60,000 customers.

The result

Takeaway

The renewal email went from a static message without data to the start of a personal customer experience. The test showed consistent improvement across several dimensions.

• Lower churn

  With a direct impact on retention and revenue, also in the longer term.

• Up to 5x higher NPS

  NPS was nearly three times higher among customers who remembered the email, more than four times higher among those who found the video useful, and five times higher among those who entered the competition.

• Content that landed

  Three in four customers opened the email. More than half of them watched the video, and one in five of that group went on to enter the competition.

• Built on what was already there

  Working entirely within Adobe Campaign kept the solution manageable, quick to roll out and easy to extend to other key moments in the customer journey.