To protect sensitive business data and honour client confidentiality, this case study has been white-labelled. While the insights, strategies, and outcomes are based on a real engagement, all identifying details have been anonymised. This approach allows us to showcase the value and impact of our work while maintaining the highest standards of privacy and trust.
Elevating CRM Strategy & ESP Planning for an Insurance Company
If you’re in the market for an insurance provider that prioritises customer experience, this client stands out as an exceptional example. Their 4.6-star “Excellent” Trustpilot rating isn’t just a number; it really does reflect their commitment to putting their customers first and making insurance work the way it should: simple, fair and personal.
This leading insurance provider partnered with WeDoCRM to transform its CRM infrastructure and marketing communications into a strategic growth engine. Through an audit of their data, customer journeys and communications ecosystem, we uncovered opportunities that would improve customer engagement, drive retention and increase revenue across the lifecycle. With their brand around clarity and customer experience already a standout, we were so excited to work with them on this CRM project.
| Services | Systems |
| CRM Audit | Twillio SendGrid |
| Strategic Campaign Design Recommendations | |
| Lifecycle Automation Recommendations | |
| ESP Recommendation & Implementation |
CRM Audit Highlights: WeDoCRM’s Recommended Strategic Plan
By analysing key areas such as marketing consent, segmentation, transactional emails, customer journeys, ESP capabilities, campaign structure, and reporting, we developed a targeted plan to elevate the client’s CRM effectiveness.
| Area | Our Recommended Strategic Plan |
| Marketing Consent | Embed strategic consent prompts within critical service journeys to boost customer opt-ins by 15–20%, enhancing compliance and customer trust. |
| Segmentation | Implement advanced, dynamic segmentation using policy type, renewal status, demographics, and customer behaviours to deliver highly targeted, relevant messaging. |
| Transactional Emails | Develop fully mapped and automated email workflows featuring consistent branding, dynamic content, and behaviour-driven triggers to increase engagement and conversion. |
| Customer Journeys | Design and deploy 12+ data-driven, automated lifecycle journeys supporting onboarding, renewals, upselling, and reactivation — driving personalised experiences at scale. |
| ESP Capabilities | Adopt a new ESP to leverage its real-time behavioural triggers, scalable personalisation features, and robust API integrations for seamless campaign automation. |
| Campaign Structure | Establish a unified CRM strategy aligned to core business KPIs, supported by rigorous test-and-learn frameworks and ongoing optimisation to maximise campaign performance. |
| Reporting & Visibility | Build interactive, real-time dashboards coupled with comprehensive A/B testing to deliver actionable insights, enabling continuous improvement and data-driven decision making. |
This approach creates genuinely meaningful connections with customers through personalised, perfectly-timed communications that feel relevant and valuable! We’re excited about what this transformation means for the client: significantly higher opt-in rates, campaigns that truly resonate with customers, smart automation that works behind the scenes, and deeper insights that help them understand their customers better than ever. The result? A customer experience that feels effortless and engaging, setting the client up for incredible long-term growth while strengthening the relationships they’re already famous for.
Technical Infrastructure Improvements For The Client
Beyond strategy, we addressed identified technical gaps and actionable results that the client can implement right away to drive measurable improvements, including:
WeDoCRM’s Technical Recommendations:
- Email template redesign with mobile-first, dark mode compatibility
- Compliance optimisation, ensuring FCA and GDPR adherence
- Advanced tracking implementation with UTM parameters, event tracking, and custom landing pages
- Deliverability enhancement through dedicated sending domains and IP warm-up strategies
The Metrics and Results We Could Achieve:
- Target improvements: 10% uplift in both retention and conversion rates
- Industry benchmarks achieved: 30% open rate, 4.6% click rate, 13% click-to-open rate
- ROI projections: Based on similar implementations showing 35-42% ROI across different campaign types
WeDoCRM’s Recommendations: ESP Software Selection
The strategic plan for the client’s CRM transformation would not be complete without the integration of a dedicated, advanced Email Service Provider (ESP) system. While the client’s current tools, such as Twilio SendGrid, provide reliable core messaging capabilities, they lack the deep automation, behavioural triggers, and advanced segmentation features needed to realise personalised, multichannel customer experiences fully.
The audit identified a compelling growth opportunity for them through the strategic implementation of a dedicated Email Service Provider. We recommended three ESPs and believed that our partner, Customer.io, would be the strongest match for sophisticated multichannel automation and advanced segmentation capabilities essential for delivering the personalised customer experiences that already align with the client’s brand excellence.
We created a report that the client can develop and deploy, such as targeted onboarding sequences, welcome campaigns, and retention initiatives, using a carefully structured phased rollout methodology.
WeDoCRM’s Recommendations: The Welcome Series Workflow
These workflows are designed to automate and personalise key moments in the customer lifecycle, ensuring timely and relevant communication that enhances the overall experience. The Welcome Series is a prime example — it immediately engages customers after purchasing a policy, setting a positive tone for their journey with the client.
The welcome series workflow not only introduces customers to the details of their purchase but also provides helpful, reassuring content that guides them toward deeper interaction with the brand. By tailoring messages based on the specific policy type (Single Trip or Annual Multi-Trip), they can deliver personalised, human-centric communication that builds trust, drives loyalty, and encourages ongoing engagement right from day one. These workflows enable the client to consistently connect with customers in meaningful ways, at scale, without manual effort.
Why This Matters for Other Businesses
Many companies fail to engage with customers after their initial purchase, missing a valuable opportunity to foster a lasting relationship. A Welcome Series like this creates connection, boosts confidence in the product or service, and lays the groundwork for upsell, retention, and advocacy.
This is more than just an email; it’s the first step in a smart, automated journey that increases lifetime value, improves customer satisfaction, and reduces churn.
If your business isn’t leveraging workflows like this yet, you’re likely leaving value on the table.
Ready to Transform Your CRM Strategy?
If this transformation inspires you and you want to unlock similar growth opportunities in your own business, we’d love to chat. From comprehensive audits to full ESP implementation and ongoing optimisation, WeDoCRM delivers complete CRM transformations that turn customer data into revenue. Whether you’re struggling with low engagement rates or simply want to maximise your customer relationships’ potential, we’re here to help you.
Get in touch today to discover what’s possible for your brand.
