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“This operation is a real success for us, and it is always a pleasure to work across the board with all departments, especially with the claims department. Thanks to the Marigold Team for their support in launching this type of program.”
Direct Assurance wanted to strengthen customer trust during severe weather by keeping policyholders fully informed. They needed a way to deliver timely alerts with safety guidance before storms, along with simple, supportive claim instructions afterward.
With Marigold, they created a weather-triggered email and SMS series covering floods, hail, thunderstorms, and snow/ice. The three-step journey included pre-event safety tips, post-event claim guidance, and follow-up reminders, all geo-specific and personalized for relevance.
The campaign delivered above-average click rates and positive customer feedback. Clients valued the timely, practical support, helping Direct Assurance increase awareness, boost loyalty, and reinforce its role as a trusted partner.
Direct Assurance recognized the need to keep its clients fully informed during weather disasters as a means of building trust and loyalty. They wanted to create an automated campaign that would alert customers via email and SMS about where to take shelter and protect their properties before a weather event. Direct Assurance also recognized that after a hurricane or storm, customers needed simplified methods for filing a claim.
Direct Assurance collaborated with Marigold to develop a triggered campaign series tailored to the four primary weather disasters: Floods, Hail, Thunderstorms, and Snow-Ice.
The campaign was segmented into three key themes:
One to two days before a weather event, clients within the designated geographic segmentation will receive targeted communications. The key email message will inform customers of the upcoming weather alert expected within the next 24 hours in their cities, while also providing prevention advice to help them prepare for adverse conditions. In parallel, a concise SMS will be sent to alert recipients of the climatic risk and redirect them to additional resources for further guidance.
One to two days after the weather event, all policyholders who previously received the initial safety and prevention email will be contacted again. The follow-up email will inform customers of the different ways to report a claim, reinforce Direct Assurance’s role as a supportive insurer, and strengthen the relationship with clients by providing clear guidance and reassurance. It will also include a redirection to the Direct Assurance homepage for further information. Additionally, a concise SMS will remind clients of the various ways they can contact Direct Assurance, including by phone or through the website.
Following the first two email communications, customers living in the weather-affected area who previously received both messages will be contacted again. This email serves as a reminder of the various ways to report a claim, encourages clients who have not yet submitted one to take action, and provides a direct link to the Direct Assurance homepage where claims can be filed online. Complementing the email, an SMS reminder informs customers that claims can also be submitted through the mobile app or their personal online space, while also reiterating the various ways to contact Direct Assurance, including by phone or via the website.
The campaign delivered exactly what Direct Assurance set out to achieve: stronger engagement, higher awareness, and deeper loyalty. The series drove a 31% increase in open rates with an opt-out rate of just 0.03%. Above-average click rates confirmed that customers found the content relevant and valuable, while feedback indicated they were more likely to recommend Direct Assurance to friends and family.
“This operation is a real success for us,” said Deborah Lehmann, Project Manager, Client Marketing at AXA Direct France. With Marigold’s support, Direct Assurance developed a scalable model for proactive, customer-first communication, reinforcing its reputation as an insurer that prioritizes policyholder well-being at its core.
