Sainsburys Bank makes wider use of behavioural marketing

Financial services provider Sainsbury’s Bank is set to extend its behaviour-based email marketing strategy to its car and home insurance online campaigns.

The strategy, which involves analysis by RedEye, has already boosted online conversion and open-and-click rates for the bank, improving customer service and helping to cultivate stronger customer relations.

Results showed that for one retrieve a quote campaign, Sainsbury’s Bank achieved an open rate of 70 per cent and a general conversion rate of 12.8 per cent across all campaigns.

The firm now hopes to repeat a similar level of success for online marketing campaigns for a wider range of its products.

RedEye’s behavioural service works by sending out event-triggered emails automatically when it recognises specific online behaviours, for example, targeting emails based on specific areas of a site a user has visited.

Stephen Paton, e-commerce relationship manager at Sainsbury’s Bank, said: “The excellent results, such as a 750 per cent return on investment from our pet insurance campaigns have encouraged us to extend our strategy to car insurance and home insurance, with the potential to roll out further in the future.”