BELOW THE LINE COMMS – STATE AND AMI SME

Previously I looked after the below-the-line programme for AMI and State SME. I created, tracked and optimised regular eDMs that were distributed to customers using sophisticated data fields. Each email used A/B testing and received regular improvements to ensure strong open rates and engagement.

I used data to pitch relevant messages to each reader. I created successful upsell campaigns using ANZIC data codes to identify business categories and tailored messages to target customers promoting products suited to their industry. Increasing share of wallet and supporting retention.

There was a regular cadence of communications based off the customers lifecycle, ad hoc campaigns, and pre renewal messages. Overall these emails had a strong impact with customers receiving emails being shown as more likely to renew, higher value, and more likely to refer a friend.