How RSA Insurance Manages Global Affinity & B2C Email Marketing with Enabler

As one of the world's leading insurers, RSA services over 20 million customers across 130 countries. They manage this complexity through numerous internal teams and major affinity partners like Sainsbury’s, M&S, Ford, and Volvo. They required a robust enterprise email platform and expert support team that could handle this global scale and brand complexity. They chose Enabler.

The Challenge:

A Unified Platform for a Global, Multi-Brand Strategy

RSA's key challenge was complexity. They needed a single, secure email system that could be deployed across multiple territories and teams. This platform had to be powerful enough to manage B2C and intermediary marketing while also handling the distinct brand requirements of their many affinity partners. Furthermore, their internal teams required expert support for campaign strategy, design, build, deployment, and data management.

The Solution:

An Enterprise Licence with Full-Service Support

We provided RSA with an Enterprise Enabler licence, giving their hundreds of global users access to a powerful, centralized suite of tools. This included marketing automation, forms, surveys, polls, drag-and-drop editors, and an enhanced reporting suite.

Alongside the platform, our team has acted as an extension of their marketing teams, advising on strategy, design, build, and deployment for a wide range of critical campaigns.

Key components of the solution included:

• Global platform deployment

• Complex affinity email campaigns (B2B & B2C)

• Lead generation and cultivation programmes

• Specialist channel penetration reports

• Automated customer reactivation programmes

• Events module integration

• Fully responsive email design

The Results:

26% Sales Uplift and Proven Global Scale

The Enabler platform is now deeply embedded in RSA's global operations. Over half-a-million customer records are securely stored on the system, and more than 2,500 templates have been created by hundreds of users.

The platform's impact was proven when an email campaign to relaunch RSA’s SME Commercial Insurance product achieved a 26% sales uplift, with a 50% uplift on high quoters. This campaign was also a finalist in the BI Awards.

Conclusion

The RSA partnership showcases Enabler's capability as a true enterprise-level solution. By providing both a robust, scalable platform and expert strategic support, we empowered hundreds of users across the globe to manage complex affinity and B2C campaigns under one system. The 26% sales uplift from a key product relaunch demonstrates that with the right tools, global scale and local marketing effectiveness can be achieved simultaneously.