Insurance

The Client
Norwich Union is the largest insurer in the UK. It is the leading long-term savings provider with a life market share of about 12% and more than 6 million customers. It is also the largest general insurer with an overall market share of 14% and 4.3 million customers. The leading edge propositions provided by Norwich Union Life required a marketing media that reflected the Norwich Union Brand image which focuses on a move from paper to email communications.

The Pain
Norwich Union Life recently launched their new Independent Financial Advisors (IFA) Extranet and required a communications channel that could through a series of ongoing campaigns, deliver relevant and timely information directly to IFAs educating them on this new service. IFAs generate the majority of new business for Norwich Union Life and therefore need to communicate with them in the most efficient way possible ultimately making it easier to do business with Norwich Union Life. It was vital that all communications delivered to IFAs both promoted the new service and were consistent in look, feel and messaging. With marketing, business development, events and internal communications teams spread throughout the UK, achieving this consistency was far from a straightforward task.

The Solution
Norwich Union Life appointed Concep as its provider of interactive email marketing solutions. Concep worked closely with the Life and Pensions giant to help the company utilise interactive email to communicate with thousands of IFAs about new life and pension products, online tools and other relevant services. By using interactive email, Norwich Union Life was able to communicate on an ongoing basis with an extensive sales network of IFAs with a targeted approach providing immediate results. Each personalised campaign is delivered to individual IFAs, allowing them to provide feedback through the question and answer facilities within the Concep campaigner email marketing platform.

The Results
The use of a third party supplier has enabled Norwich Union Life to develop their email marketing capability in a timely and cost effective manner. The system has been easy and flexible to use, allowing complex, professional communications to be executed as quickly as required. The flexibility of the Concep email system combined with the marketing expertise of Norwich Union Life has created a compelling communication proposition. The company now has one solution in place with which to control all email communications across the globe, on both an internal and an external basis. This ensures that every individual member of their many and varied target audiences receives a consistently branded communication. By taking note of the interactive reporting, Norwich Union Life is able to understand their audiences' preferences for content and segment their database accordingly. Email feedback mechanism has allowed Norwich Union Life to directly address queries from intermediary businesses in a timely, efficient manner, further supporting its use as an effective marketing channel.