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Case Study

Old Mutual’s Birthday Experience Gets 3.5X the Industry Click Rate

Old Mutual’s Birthday Experience Gets 3.5X the Industry Click Rate

Old Mutual’s Birthday Experience Gets 3.5X the Industry Click Rate

Everlytic
Pages 3 Pages

This Everlytic case study demonstrates how Old Mutual’s Mass and Foundation Cluster increased customer engagement through an API-triggered, hyper-personalized birthday campaign that combined email and Smart SMS. Designed to promote Old Mutual Rewards, the automated journey delivered tailored messages based on whether recipients were existing members, had an email address, or needed to register. Personalized subject lines, customized images, segmented calls to action, and mobile-friendly landing pages created a meaningful customer experience during recipients’ birthday month. The campaign achieved open rates of up to 77.8% and click rates of 17.6%, exceeding industry benchmarks by more than 2.5 times for opens and 3.5 times for clicks. The case study highlights how personalization, automati

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