Segmented Campaigns for Health and Motor Insurance Cross-Sell
An insurance advisory business wanted to cross-sell motor policies to existing health insurance leads.
Illustrative case study template — replace with verified customer data before production use.
Client Problem
Manual list segmentation was slow and follow-up on renewal windows was inconsistent.
Target Audience
Existing customers and opt-in leads nearing policy renewal windows.
Lead Strategy
B2C leads segmented by policy type and renewal date, layered on the client's own contact list.
Qualification
Consent and contact-preference verification prior to any campaign send.
Campaign
Email plus SMS campaign timed to renewal windows, with distinct messaging per policy type.
Automation
Lead scoring flagged high-intent responders for direct advisor follow-up.
Results
- Illustrative result — cross-sell enquiry volume increased during the renewal-window campaign.
- Illustrative result — advisor follow-up time per lead decreased.
Lessons
Timing campaigns to renewal windows outperformed always-on generic messaging.
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