Esure trials animated personalised email drive

LONDON - Online insurance firm Esure is piloting two animated personalised email marketing campaigns to encourage new customers to sign up for its car and home insurance services, not featuring Michael Winner.

Swindon-based Inbox was appointed earlier this month to develop a new approach to Esure's marketing, targeting recipients on opted-in third-party lists.

The campaigns, developed by Inbox Media, feature animations of a home and car, accompanied by a voiceover from former 80s punk star and 'Teletubbies' narrator Toyah Willcox.

Each email will be dispatched by Inbox to third-party email marketing lists of consumers about to renew their insurance policies, reaching a total of 38,000 UK consumers this week. If the drive turns out to be successful, the emails will continue to be sent at monthly intervals to similar lists over the year.

Chris Bowden, marketing manager of Esure, said: "Inbox has responded to our brief with an extremely innovative email campaign that combines sophisticated personalisation with humour and great charm. Initial feedback is extremely good and I am confident that this unique approach to financial services marketing will really hit the spot with consumers."

The creative used in the campaign reflects Esure's graphic identity by using its brand colours, orange and blue, and follows on from the style of the company's current press ads. It also aims to allow Esure to get closer to its customers through personalising its service.

Mel Stanley, head of planning at Inbox, said: "We are confident that the creative, combined with the clever incorporation of personalisation throughout each animation, will ensure high open, response and forward rates. This, coupled with the timing of the promotions, and Esure's low cost for low claims proposition will, without doubt, generate new, long-term business for both home and motor insurance."

Esure was launched in 2000 as a joint venture between Direct Line founder Peter Wood and HBOS. The internet and telephone based insurance company is best known for featuring Michael Winner in its ads, which are written and directed by the 'Death Wish' director.

Founded in 1999, Inbox has created award-winning campaigns for its clients, which include Vodafone, BBC, Miele, BMW, Bupa and Film Four.

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