Increasing email
conversion rates

Background

Henshalls insurance brokers are a leading insurance broker within the Shropshire area. They approached Wellmeadow to help them develop a new marketing strategy and to implement a HubSpot CRM.

The business had a number of sub-brands. Whilst it had a strong following on its social channels, it was becoming a time-consuming activity to stay on top of the content creation and posting. Given the variation in customers (e.g. industry, size, risk profile) there was a need to clarify what the marketing message was to each sector.

Whilst Henshalls had a strong presence in the local market, there was strategic desire to maximise upsell and cross-sell opportunities. It was recognised that in order to do this, marketing technology and automation would be require due to the scale of the task.

How we helped

Wellmeadow worked with Henshalls to identify a number of different buyer personas to help focus their future marketing activity. The buyer personas were developed via a series of workshops held with key members of the Henshalls team. The buyer personas were then incorporated into future marketing activities in order to tailor the type of content that contacts were being sent.

Establishing the five personas was also important as part of the HubSpot CRM implementation. Henshalls already had an existing CRM but were interested in leveraging the power of HubSpot's marketing automation. Wellmeadow worked with Henshalls to cleanse the existing CRM database, identify new properties and marketing data that needed to be included.

We also worked with Henshalls to train their team in the use of HubSpot and were on call for any additional advice.

Wellmeadow worked with Henshalls to develop a new approach to its marketing strategy and content creation. We video interviewed a key insurance expert and were then able to take this content and turn it into video clips, blogs and social media posts using our content leveraging approach.

We also included short form video clips into an email marketing campaign. This helped to drive up engagement in terms of read/watch time, and click-thru rates.

Using A/B testing we were able to determine the best approach for maximising open rates of the email. We were able to achieve an open rate of 20% using this methodology. This was a significant improvement on the previous open rates that Henshalls were achieving with their email marketing.

By combining the power of HubSpot's martech and automation, and an innovative approach to content creation, Wellmeadow was able to help increase Henshalls engagement with both new and existing clients.

Results

↑10x email open rate | 100+ pieces of content created | 10k+ CRM records cleaned