The Hartford – E-Mail Marketing Campaigns for Auto Insurance Offers

ICS Product/Service Area: Targeted Automotive and Specialty Lists

The Challenge
Help insurance giant The Hartford to expand their reach into new markets for their auto insurance products. Reaching individuals at key life-changing moments is paramount to any insurance provider. The Hartford wanted to reach individuals exclusively through an e-mail channel.

The Solution
ICS recommended several lists that addressed the client's requirements. Our auto in-market shopper list properties identify consumers who are actively shopping for a new vehicle right now. It's a proven fact that a large percentage of new vehicle buyers will shop price on auto insurance at the time of a vehicle purchase. Our lists that identify visitors to and identify individuals who are shopping for new vehicles right now.

Our Auto Buyers Enhanced file contains legacy/historic data for on-line shoppers. This file has been enhanced with key data elements making the list a highly selectable one. We recommended selecting by age and household income for a targeted “partnered” campaign The Hartford wanted to undertake with AARP.

Additionally, ICS recommended that The Hartford test market to an e-mail list of new movers – individuals who have just moved into a new residence in the past 30 days might be looking to make an insurance change to a new provider. ICS was able to help The Hartford reach this audience, further selecting by age of the head of household.

The Results
The Hartford has been utilizing our CarsDirect in market data for several years now with great success each month. Reaching these prospects right around their time of purchase has proved to be highly beneficial for The Hartford. The client also reported that our enhanced file of historic in-market shoppers performed better than nearly all the files they had recently tested: “You guys were one of the top performers. Definitely a highlight for the month!” The campaign targeting new movers has also proven to be a success.

ICS helped this client successfully reach a targeted audience of individuals undergoing "life changing moments" (about to buy a new car, new mover) in a timely manner via e-mail marketing.