How To Deliver Quality Relevant Leads To Your QFA’s Or Call Centre
The Objectives
- To generate enquiries and customers for Moneycoach’s Life Insurance and Mortgage Protection Products.
- To build up database of consumers interested in personal and domestic financial matters.
- Communicate with these consumers via quarterly newsletter to inform and educate on financial matters.
The Process
- Run a branded lead generation campaign (below) on our data collection website such as http://www.fpd.ie
- Target campaign so as it is only viewed by intended audience – EG; Homeowners
- Each person who opts-in to the campaign receives info on money management along with info on Life Insurance and Mortgage Protection products.
- Build tailored Email CRM program to encourage recipients of offer to submit quote enquiry.
CRM Process
CRM process designed to encourage quote enquiry with 4 – 5 emails over initial 30 day period:
- 1st email – immediately after opt-in with money management tips.
- 2nd email – 1 week later with exclusive offer for insurance products.
- 3rd email – “You have 21 days left to redeem offer.”
- 4th email – “You only have 14 days left…”
- 5th email – “You only have 7 days left…”
Results
- Conversion rate to sale of leads enquiring via this channel = 20%.
- Average Cost-per-qualified lead = €25 – €30.
- Best performing conversation rate of any channel in use by MoneyCoach for similar campaign.
- Second best performing channel in terms of customer profitability.
- Over 8,000 new customer leads opted into MoneyCoach newsletter.
Email Creative Examples
Lead generation campaign example
