A Client Journey: Legal & General and RedEye

    Who are Legal & General?


    Established in 1836, Legal & General are one of the world’s largest insurance and investment management companies. Today they help over 10 million people globally build financial security, with saving, investing, building retirement income and insuring.

    Where it all began


    Not every organisation is looking to dive bomb into marketing automation, some like to dip a toe and RedEye is always there with the expertise and support needed to help in the process.

    Legal & General began their marketing automation journey with RedEye three years ago by dipping their toe in, sending a single behavioural email each day. The purpose of this email was to encourage consumers who had started an insurance application to return to the website and complete it.

    This email was the turning point for Legal & General, it was an email that reached over 5,000 potential customers a month, consistently achieving open rates in excess of 50%. The key to its success was the high number of quotes it drove, leading to over 100 sales a month for Legal & General.

    It was at this point RedEye were able to show Legal & General the true value of marketing automation to their business. Their dedicated Account Manager was on hand to demonstrate the revenue their emails were already generating, case studies were also used to showcase successes similar businesses in the Financial Services sector have achieved with RedEye, which demonstrated to the Legal & General digital team the further results that could be achieved.

    RedEye were also a good fit for Legal & General as they have a clear understanding of what working with clients within the financial services industry means, with data sensitivity of paramount importance, this was another requirement Legal & General were pleased RedEye could meet.

    Following this, RedEye drew up a plan of action of how marketing automation could provide a much more data driven approach for Legal & General, ensuring all key requirements were met:

    Legal & General's Requirements

    • To drive increased revenue from their emails

    • To transform their customer communications

    • To introduce cost savings in a move from offline to online channels

    • To partner with a supplier that had an in-depth understanding of the unique requirements of the financial services industry

    Since the beginning RedEye experts have always been on hand when we need them, especially our dedicated Account Manager, who has made a lot of what we have done with RedEye a reality. It is also clear RedEye have a real understanding of the financial industry and how we communicate with our customers and prospects. We look forward to many more years working together.

    Head of Existing Customer Communications

    Legal & General


    Increase in email revenue


    ROI achieved from their email channel


    Average click through rate

    Want to know more? Access the full client story here.