As part of Aviva’s ongoing strategy to become a digitally-focused company, we were asked to provide Adobe Campaign email marketing support.
One important facet of being digitally-focused is the ability to send timely, personalised and contextually-relevant emails to your customers. This is where Adobe Campaign comes in…
Having only just procured Adobe Campaign, our first task was to help migrate Aviva’s existing email marketing collateral and workflows onto the platform.
Working alongside their marketing and digital teams, we reviewed the current suite of marketing emails and where applicable, suggested improvements based on our experience and email marketing best practice. Our areas of focus were:
- Keeping emails simple but enticing
Emails contained a single, core message. This was especially important as research had told us that read times on Android devices were around 15 seconds and as little as 3 on iOS. The golden rule was “Always keep your mobile users in mind.”
- Designing emails around a strong call to action
Call to actions were prominent and the space around them uncluttered. We also employed tactful placement of multiple calls to actions to draw the reader’s eye.
Using Adobe Campaign’s powerful journey managements tools, we targeted customers at acquisition, conversion, retention and win-back stages of the customer journey. Driving revenue is always a priority but so is making sure people only receive relevant content.
- Video/interactive content
People prefer video and using modern HTML email techniques, it was possible to embed and play them from within an email. We also explored cutting-edge, interactive email elements such as accordions, graphs and animated GIFs.
Once Aviva were up and running on Adobe Campaign, we spent the following 6 months creating a range of email campaigns; from home, motor and travel through to life, health and retirement.
Our final task was a handover to Aviva’s digital and IT teams.