How TAL is continuously improving marketing communications

Insurance group shares how it's automated and delivering more personalised campaigns and the big lessons in managing expectations along the way

TAL’s head of CRM, Mike Nixon, is the first to admit the group’s marketers got a little too excited when they deployed their shiny new campaign management platform. It’s been a hefty lesson that’s pervaded every aspect of process, approach and strategy since.

The organisation, which previously used Salesforce’s ExactTarget platform, migrated over to Adobe Campaign about two years ago. But it’s only been in the last year it’s truly started to transform campaigns and communications to prospects and members. 

“When you bring on a new email platform, you have to start again with all the deliverability and warm-up strategies and plans. We didn’t get that right. We had major issues getting the content delivered to customers in the first place,” Nixon told CMO. “We were very excited and started to send a lot of emails. But we hadn’t spent the time validating the data and platform, and cleaning our data first. That meant our communications were put into a lot of spam folders by email service providers. It’s been a long struggle to fix that.

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