11 February 2019
RACV leverages mobile marketing for new promotion
Royal Automobile Club of Victoria (RACV) was looking to drive uptake and awareness of its Emergency Home Assist (EHA) product. The company had undertaken numerous promotions in the past and wanted to ‘up the ante’ on this campaign. The underlying principle of this campaign was to automate the EHA sign-up procedure to deliver efficient results providing a daily flow of leads generated via this campaign.
RACV uses a Taguchi automated digital marketing platform, which supports multi-channel marketing campaigns, including electronic direct mail (eDM), text messaging (SMS), web forms and landing pages.
Taguchi and RACV implemented a multi-channel campaign including direct mail (DM), eDM, web forms and SMS, targeting active RACV members with a special offer.
Looking for the easiest ‘one click’ activation
Although RACV EHA has used SMS for various communications, the organisation had never used it to obtain new members. RACV was interested in testing which could provide the easiest ‘one click’ activation for members.
The campaign: RACV offered a free six-month trial of its EHA, and the offer was A/B tested in all three channels.
Test A: A no-obligation offer provided EHA for free and at the end of the six months, a request was sent to the customer to renew the product for a year.
Test B: A credit offer provided EHA for free but asked for credit card details upfront for the product to be automatically renewed on a monthly basis.
By adding SMS to the marketing mix, RACV was able to promote the offer utilising a new channel, resulting in sign-ups that may not have otherwise been secured via eDM or DM. This represents an eight percent conversion rate, which was an excellent result that exceeded client expectations.
Insights: A move to mobile marketing
Australia is embracing mobile marketing as more marketers shift their spending from traditional mass advertising to advertising on digital channels. As such, the performance of mobile marketing campaigns is expected to grow exponentially and will override traditional channels, including eDM, in the near future.
Using technology to cut through and capture an audience’s attention is a key way to engage with customers and influence purchasing behaviour. RACV was able to get the right message to the right people, at the right time and place, resulting in an eight percent conversion rate. By taking a multi-channel approach, RACV was able to target customers by their preferred communication method, positively impacting results across the campaign.
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