Case Study: RSA Insurance achieves breakthrough inbox deliverability and higher open and click-through rates with Act-On Software

RSA Insurance Breaks Through the ‘Noise’ of the Inbox with Act-On

RSA Insurance, a 300‑year‑old multinational insurer serving brokers and risk managers across the UK, Europe, Canada and the Middle East, struggled to break through the “noise” of crowded inboxes. Emails frequently landed in junk folders, there was no visibility or reporting on opens and clicks, and building and sending campaigns was slow and cumbersome.

RSA adopted Act-On for all outbound marketing—using it to create emails, landing pages, A/B tests and event workflows—with plans to extend automation and connect to Salesforce. The platform’s ease of use and reporting drove measurable gains: open rates climbed above the 18–20% industry benchmark, click-through rates rose 10–15%, and one event achieved a 59% CTR, while GDPR-ready features and improved design boosted professionalism and inbox deliverability.

RSA Insurance

Lynn Harris

Marketing Director