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In 2012, Fidelity Life, the well-known insurance provider, was just starting to introduce digital advertising initiatives into the marketing mix and reached out to Madrivo for media buying guidance. The buyer had heard of Madrivo, a digital marketing agency commonly referred to as the “email giant” in the affiliate space, and wanted expertise on generating high-quality leads. Madrivo’s ability to connect the buyer with thousands of eligible applicants to become lifelong Fidelity Life customers was an opportunity that couldn’t be ignored. Madrivo was the first media agency to explore email media for Fidelity Life, and the results of the initial campaign did not disappoint.
Madrivo’s success came as a result of the ability craft a media strategy that aligned with Fidelity Life’s goals and vision. Based on demographic and psychographic analysis coupled with behavioral profiling, Madrivo’s data-driven email marketing strategies engaged with consumers spatially and temporally. Madrivo currently generates roughly 3,300 leads a month and an average of 40,000 leads per year, contingent on market conditions. At a conversion rate of 4%, the leads translate into approximately 1,500 approved applications a year. Fidelity offers a range of products based on differing family needs, including life insurance policies that average $60 per month, or $720 a year. Consequently, Madrivo’s affiliate media generates in excess of $1 million in annual revenue for Fidelity Life.
Kyle Terry, President of Madrivo, recently spoke about the campaign, saying, “Madrivo’s lead generation and customer acquisition strategies have helped thousands of Americans protect themselves from the unexpected. This is important to us because we strive to not only provide cost-effective digital marketing solutions to global brands, but also contribute our talents to the greater good of humanity. Working alongside a reputable life insurance carrier has nurtured a win-win situation among everyone involved.”
"Madrivo was the first media agency to explore email media for Fidelity Life, and the results of the initial campaign did not disappoint.". .
Since inception, Madrivo’s access to media has reached over 4 million consumers and converted more than 180,000 eligible applicants, generating a total of $32.5 million in revenue for the life insurance industry. These numbers are expected to grow significantly in the coming years with more and more consumers seeking life insurance coverage each day. Taking into account the 8,000 new policies that Fidelity Life has secured this year, Madrivo’s access to an engaged customer base has already contributed $12.3 million to Fidelity Life in 2016 alone. At this rate, Madrivo is on track to increase the number of annual clients to Fidelity by more than 1400%. With market trends transitioning towards mobile, display and native ad placements, Madrivo plans to further the impact through new media channels while continuing the successful email and display media for this proven lead generation campaign.
Madrivo’s lead generation and customer acquisition strategies have helped thousands of Americans protect themselves from the unexpected. Working alongside a reputable life insurance carrier has nurtured a win-win situation among everyone involved.- Kyle Terry, President of Madrivo