Agria Pet Insurance: Summer campaign

The challenge

Agria Pet Insurance, a premium brand in the pet insurance market, faced a disconnect between their brand positioning and their customer email campaigns.

After offering free 5-week policies to their customers, Agria inundated them with offer- heavy emails to convert them to full annual lifetime policies. However, these failed to highlight their unique selling points. This approach not only diluted their premium image but also led to negative customer experiences.

The challenge was clear: simplify the email journey to align with Agria’s premium brand while maintaining engagement and improving conversion rates from free 5-week policies to full annual lifetime policies.

The approach

We tackled this challenge with a comprehensive overhaul of Agria’s customer communication strategy. Through a collaborative workshop, we streamlined the email journey from 8-10 touchpoints to a focused series of 5 emails.

The new strategy used the refreshed brand and messaging strategy, shifting the emphasis from constant offers to showcasing Agria’s USPs and creating a positive brand experience.

To minimise potential impact on sales, we implemented a two-phase rollout;

• Phase 1:  Redesigned emails within DotDigital to align with the new brand identity, without changing content or length.
• Phase 2:  Substantially shortened emails to be more concise and impactful, incorporating the new design.

We also rebranded their direct mailers for free five-week policyholders, making them shorter, more engaging and aligned with the new brand identity. This approach was rolled out across communications for dog, cat, and rabbit pet policyholders.

The results

Within a month of launching the new email design, Agria saw improvements in key metrics compared to the old templates for Phase 1:

• Open rates showed a 7.5% improvement
• Click rates reflected a 5.1% uplift

Phase 2 results have shown an even further improvement as the new template has already seen an 18% increase in conversion rates.

The redesigned direct mailers are expected to have complemented these digital efforts.

To see how Moreish Marketing has supported other insurance clients with brand positioning, visit our sector page here, or get in touch here.