Is there anything more impersonal than receiving a cookie-cutter email template in your inbox? One-Size-Fits-All Marketing is a thing of the past! Segmented and personalized email campaigns generate 65% more clicks than non-segmented campaigns. Learn how leveraging prospect data to drive more personalized communications can significantly impact critical email KPI’s without compromising efficiency. KEYNOTE Katy Fitzpatrick, Program Manager, Large Partnership Marketing, Liberty Mutual Insurance

1. Katy Fitzpatrick | Liberty Mutual Insurance

2. Confidential – Proprietary – May Contain Trade Secrets
How do we deliver meaningful and impactful emails to
large, diverse audiences without compromising efficiency?

3. Confidential – Proprietary – May Contain Trade Secrets
1Campaign Monitor “The New Rules of Email Marketing“
2Conversant “Marketers Disclose Personalization Opportunities and Challenges in New Study”
 Marketers have noticed a 760% increase in
revenue from segmented
campaigns1
 Emails with personalized subject lines are
26% more likely to be opened1
 94% of customer insights and marketing
professionals across multiple industries said
personalization is “important,” “very important,”
or “extremely important” for meeting their
current email marketing objectives2
 66% of marketers are working toward securing
internal resources to execute personalized
marketing programs2

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2018 Email Metrics
Planned Volume ~59 million
Open Rate 23.3%
Click-Through Rate 0.9%
Quote Start Rate 40.8%
Quote Complete Rate 45.4%
Unsubscribe Rate 0.6%
Our Partners

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Shifting from LM branded templates to partner-branded creative yielded
a 48% lift in CTOR.
VS.
4.2% CTOR 6.2% CTOR

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Name
Address
Age Marital
Status
Vehicle
Model
Income
Our partners provide valuable data about their drivers on a monthly basis

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By implementing model personalization into the hero image, are we able to
increase the following KPI’s?
• Clicks
• CTR/CTOR
• Quotes
• QSR
In 2016 and 2017, we began testing first name and model personalization in
the subject lines of our Hyundai/Kia email deployments. Upon
implementation, we saw a 15% lift in open rates, however funnel metrics
remained flat when compared to the control.
Situation
Key Question
Version out our existing Solo email creative to include the top 4 Hyundai
models and top 6 Kia models. Target drivers of these models and serve
them creative with their model-specific vehicle featured in the hero image.
These templates will be tested against the existing control static hero image.
Testing Strategy

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vs
Control Test

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vs
Control Test

10. Confidential – Proprietary – May Contain Trade Secrets
833
516
233
536
1,115
736
405
369
0
200
400
600
800
1000
1200
1400
Clicks Quote Starts Quote Completes Unsubscribes
All Hyundai test cells yielded Quote Start Rates above 70%
Control Test
+42% lift
+73% lift

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790
552
259
423
1,185
988
440
490
0
200
400
600
800
1000
1200
1400
Clicks Quote Starts Quote Completes Unsubscribes
Both Quote Start Rates and Quote Complete Rates were
above 90% - the highest in segment history
Control Test
+79% lift
+69% lift

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Nissan Infiniti Volvo
+12% lift in
CTOR
+12% lift in
QSR
+20% lift in
Quote Starts

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+10% lift in
Quotes*
+11% lift in
Quotes*
*Results not fully developed
HyundaiKia

14. Confidential – Proprietary – May Contain Trade Secrets
OEM
Drivers
Shopping
Motivators
Relationship
with OEM
Consumer
Behaviors
Marketing
Receptivity
Insurance
Perceptions
In order to best understand our audiences, we launched a survey polling
drivers of all 16 of our OEM groups in these categories

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Shopping
Motivators
Relationship
with OEM
Consumer
Behaviors
Marketing
Receptivity
Insurance
Perceptions
Relationship with OEM
Trust Factors
Motivators to buy additional vehicle
Likelihood to trust companies endorsed
by OEM
Consumer Behaviors
Preferred Channel – Marketing,
Interests/Hobbies, OEM
Miles Driven per Year
Claim Filing History
Shopping Motivators
Hobbies & Interests
Primary Reason for Vehicle Purchase
Shopping Triggers
Trust/Distrust in Companies
Marketing Receptivity
Savings Figure vs. RTB’s
Auto Savings vs. Bundle Savings
RTB Express Study
Insurance Perceptions
Biggest Pain Points
Coverage Priorities

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Value
Focused more on cost,
less on quality
Prestige
Has strong affinity for
brand and associated
perception of status
Aesthetics
Seeks specific look and/or
function
Niche
Identifies with OEMs that
represent unique offering
OEM
Drivers
By analyzing the data we gathered throughout the survey, we were able to
break up our partners into 4 groups, instead of approaching with a one-size-
fits all mentality

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Value Prestige Aesthetics Niche
Motivated by low
cost and value
Motivated by status,
quality and
innovation
Motivated by looks
and desired features
Motivated by
reputation and brand
recognition
Less likely to shop
online
Prefers to shop
online
Prefers to shop
online
Prefers in-person
interactions
Family & Travel
Travel, Cooking,
Investing
Travel, Arts &
Entertainment
Family &
Health/Fitness
Young children in
HH
Increased likelihood
of no children in HH
Most likely to have
pets in HH
Pets and children in
HH
Fewer Homeowners
Higher % of
Homeowners
Higher % of Renters
Blend of
homeowners and
renters
Lower trust in OEM Higher trust in OEM Lower trust in OEM Highest trust in OEM

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Auto & Home Bundle Competitor Savings Customer Testimonials
InfinitiNissanVolvo

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