With shrinking attention spans and the need for entertaining content, today’s customers are more difficult than ever to engage. For insurance companies, engaging customers can be exceptionally difficult – content packed with legal jargon and numbers quickly loses customer interest. In hopes of changing this, a group of insurers decided to mix up their content strategy by implementing short, customer-focused videos.
Using the EngageOne Video Platform, insurance companies launched data-driven video campaigns that offered customers personalized, interactive videos. These videos were created using information the insurers already had such as deductibles, coverage, renewal dates, and other customer information, and were targeted to each customer on exactly what they need.
“In 2015, we identified a communication gap in our welcome to new customers,” one company representative explains. “They receive a lot of mail from us, but few take the time to read through everything line by line. Based on observations of claims, we realized many auto customers did not truly understand their policies.”
With videos, customers are more engaged and more likely to absorb the information they see – creating better-informed customers that can make better insurance decisions. The results from the initial video campaign for this company were impressive. Over 11 percent of customers in the pilot testing started the video, five times more than the typical click rate for email marketing campaigns.
Another nine percent signed up for the insurers’ paperless billing portal that was advertised in the video. Lastly, in a customer survey following the campaign, consumers said the videos greatly enhanced their impression of the insurance company.
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