Auto-Responder Model
The Touchpoint auto responder program illustrated below has historically converted opens in the 3% - 10% range and clicks in the 17% - 30% range in the auto insurance space.
Our tiered approach is simple:
1) Touchpoint to utilize monthly auto insurance and hotline responder records that consist of F/L Name, address, city, state, zip4, email address, hotline responder indicator) to create critical mass on the prospect universe. (Recommended initial model universe of approx. 1 million records)
2) Touchpoint will implement complete contact record with demographic data on where available basis for use in message segmentation, subject line/creative personalization, etc.
3) All segmented records are deployed with a non-branded permission pass letter for an invitation to receive future emails for insurance related offers, auto insurance news, offers promotions, etc. All deliverable, non opt-out records passed through to the next phase of the model.
4) Upon reaching a TBD quantity of accepted solicitations:
1) ABC INSURANCE submits original/core branded creative or content to be utilized to highlight ABC INSURANCE features, benefits and current offers OR;
2) Touchpoint designs a ABC INSURANCE creative and a matching quote landing page is built. All Touchpoint-created creative adheres to ABC INSURANCE corporate messaging standards, is approved by ABC INSURANCE and becomes work product owned by ABC INSURANCE.
5) Via our StrongMail and ReturnPath render tools and Spam Sender Score technology, Touchpoint ensures the creative renders properly in all ISP mail clients and optimum spam sender score is achieved for maximum deliverability.
6) In addition to the core/1st creative designed by ABC INSURANCE /Touchpoint and for remarketing purposes, Touchpoint to produce between 4 - 17 auto responder text creatives with unique subject lines deployed periodically during the model cycle.
7) Touchpoint deploys core offer via Touchpoint's delivery platform. Traffic is driven to designated 800#/ ABC INSURANCE e-signup landing page hosted by either Touchpoint or ABC INSURANCE. All opens/clicks are tracked and email unsubs removed. All signup conversions are then redirected to client designated area on ABCINSURANCE.com.
8) All delivered email successes that do not click will receive the 2nd auto-responder email after 48 hrs. of the initial delivery success. The auto-responder cycle will continue until all delivered successes that do not click will receive the 4-17 auto-responder email creatives in attempt to push them to opens, clicks and subsequent conversions.
9) Campaign duration is approximately 3 weeks for all auto responder remarkets to be completed. Upon completion, both parties compare open/click/conversion ROI numbers and rollout cpm rate is established.
10) In addition to signup conversions on the lead form or via the 800 #, open/click information can be tracked and applied to the original mail file for future on/offline re-marketing, analysis, etc. Real-time responder records (open/click records) can be provided real-time via client api, daily/weekly batch files or other client designated time-frame to coincide with ABC INSURANCE’s call center dialer or hotline mail drop initiatives.
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