I recently cancelled my car insurance policy with a well known insurance provider.
A year earlier I had written to advise them that their double-digit hefty premium increase was unjustified because of my history as a driver with a good record and no claims, since being insured by them. I warned them I would review future policy renewals.
Yet, one year later I still received a renewal notice with a further double-digit premium increase. It was clear they hadn't read or responded to my concerns. I did not renew the policy this time.
But still a week later, I received a marketing email telling me that my insurance policy would soon expire, and to renew if I wanted to continue to receive the great benefits!
Their email only served to further reinforce my belief that this supplier was disorganised and did not listen to their customers.
It reminded me that Email Marketing can be a valuable and cost-effective means to maintain customer contact - but not if you send out generic emails and don't take account of customer feedback.
Regards
George Montgomery
GBS Group - Business Development Consultants
http://www.gbs-group.co.uk
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