First American Property & Casualty Insurance Agency, a division of First American Financial, hired JMR Digital Marketing to help elevate their homeowners insurance email marketing strategy in order to increase quotes and binds.
ABOUT THE CLIENT
First American Property & Casualty Insurance Agency reached out to JMR Digital Marketing for help with their overall email marketing strategy and setting up their automated campaigns in HubSpot. They were looking to automate their marketing efforts and rely less on cold calling, increase quotes and binds, and expand their business into new states. First, baseline metrics were established, then A/B testing was performed, and finaly a strategy was developed and implemented.
MY ROLE
Email Audit and Strategy
A/B Testing and Optimization
HubSpot Workflows Setup
Redesigned Landing Pages
Email Design and Implementation
Segmentation and Personalization
20%
INCREASE IN OPEN RATE
34%
INCREASE IN CLICKTHROUGH RATE
38%
INCREASE IN FORM SUBMISSION RATE
99%
INCREASE IN CONVERSION RATE
There are no words to describe what a life saver Jennifer has been to our business. Our Marketing Specialist resigned last November and we were left with no one to handle a huge digital project that was set to launch in Q1. We were blessed to find Jennifer through LinkedIn, and in just a few short months she has executed on many, many projects including complex digital email campaigns, API integrations, HubSpot workflows and much more. She is super responsive and knowledgeable about all aspects of marketing. We were so disappointed to lose our marketing specialist, but Jennifer has taken our marketing strategy to a completely different level. We are huge fans at First American!!!
Cindy Roth, Vice President, Distribution and Marketing, First American
Redesigned Form and Landing Page
In order to help increase conversion rates, the landing page was redesigned with added photography, color, and fonts, to help with hierarchy and flow on the page. The form on the landing page is a simple quote request, where users can fill out a few questions to request a quote from First American. This quote request form is the primary conversion metric used in the campaigns created for First American. The form was originally a bit long and not mobile-friendly so I simplified the form further and designed it to be responsive on all devices. Additionally, in order to reduce the form fields needed to be filled out, I programmed the form to pre-fill with known user data. These design changes resulted in a 38% increase in form conversions.