Success story
How Hipotecario Seguros increased its email click-through rate by 76%
Before optimizing anything, we had to know what databases we were working with. We designed nurturing strategies that showed specific situations where a Hipotecario policy was the solution, with a friendly, light tone that is unusual in the industry and mindful of how sensitive the topic is.
ACTION PLAN
How we approached it
Database diagnosis
The first campaigns helped us read the real state of the databases. With that data, we optimized the lists and the type of send based on each user's preferences and each segment's performance.
Segmentation and inbound
We segmented the databases to deliver each user the content that fit them, and we adjusted what decides whether an email gets opened: subject line, preview text, and calls to action.
Continuous optimization
Monthly reports to adjust campaign by campaign. Optimization wasn't a phase of the project but the way we worked: each campaign leaves a data point that improves the next one.
Numbers that speak for themselves.
- Email click-through rate
- +76%
- Open rate
- +12%
- Campaigns per month
- 14
Email as the lowest cost-per-lead channel
In six months, the campaigns went from one-off sends to a channel with measurable behavior. The improvement in opens and clicks shows that users respond when the content fits them, and that strengthens the brand’s presence in an industry where communication tends to be cold.
And the channel proved something else: a lower cost per lead than any other channel. Fourteen campaigns per month, each aimed at a different segment, sustained over time. Not a one-off action, but an operation.
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HIT Cowork
Restructured paid media and a connected CRM to know which leads close.
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Terrand
CRM architecture, data-driven forecasting, and ABM for a predictable sales system.
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Cetrogar
Email segmentation and optimization so the channel contributes to sales.
