Client: ICICI Prulife

The Problem
The Investments Division of ICICIPrulife wanted to take a pro-active role in marketing their services to customers.

For this they needed two things:

• A microsite where they could host information – text, videos, announcements, and inform their clients
• A robust Newsletter Management system which would enable them create, schedule, send and track emails

 

The Solution
After detailed understanding of their requirements, Pigtail Pundits designed and implemented the following solutions for them.

 

A Customer Website/ micro-site built on a world-class Open Source CMS, that

• Mirrors the branding of ICICI Prulife
• Has provisions for “Unsubscribing” as mandated by email laws [SPAM CAN] on the web
• Can host video and text information which can be regularly updated
• Has bandwidth to handle huge number of downloads

An Industrial Strength Newsletter system that can:

• Send emails to 10,00,000 subscribers or more
• Have facility for accommodating multiple lists of subscribers [HNI, Advisors, Insurance Customers, etc]
• Schedule emails in advance
• Personalize emails by multiple variable parameters (sex, occupation, salary, based on the database, or the forms we make, etc)
• Auto-respond, auto-queue emails to new subscribers
• Track subscribers in terms of how many opened the mail and how many clicked on which link + bounces [hard and soft]
• Report - to enable effective decision making

Measurement with Google Analytics

• Integrated with Newsletter system to track visitors to the site
• Independently track visitor data, keywords used, referrals, which links get most clicked, etc, on the web site

The Results

• ICICIPrulife independently manages the Newsletter System and sends over 4 million emails a month through it. They track emails and use insights to improve their email marketing
• The microsite hosts videos which the Investment team uses for strategic selling to HNI customers

Visit the ICICI-Prulifecares website.