Act-On strengthen foothold in insurance sector

RSA Insurance, Heartland Financial Group and Guardian have implemented Act-On’s platform to increase the effectiveness of campaigns through marketing automation.

Act-On says the new clients join a growing insurance sector in its customer base as insurers look to gain insights into website activity and brand interaction in order to overcome these challenges.

One of the most recent insurers to take on the Act-On software for outbound marketing activities reported an increase in email open-rates above the industry benchmark and claims it has achieved click-through rates as high as 59%.

Why the increase in MA in insurance?

The vendor points to the fast-paced environment of the marketplace and a diverse audience in the insurance space as being the primary drivers for this increase.

Katie Jameson, head of EMEA marketing at Act-On Software said the insurance sector has often led the way when it comes to activities involving data.

“It was one of the earliest to start hiring staff specifically to maintain databases and has a model almost exclusively build around statistics and knowing its customers.

Jameson also added the move to marketing automation for the insurance sector was logical.

“It’s a natural fit as with so many variables in the industry, from target audience and products, to renewal dates and individual customer knowledge, it allows firms to readily tailor the journey to the individual needs of each customer, and at scale. It’s become a key differentiator in such a highly competitive sector.”

Companies in the marketing automation industry are working hard to strengthen their products as the use of MA is deemed as more and more essential by marketers. This week Adobe also announced its acquisition of Marketo in order to appeal to a broader customer base.

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