Case Study: Explorer Travel Insurance increases customer loyalty and conversions with dotdigital

Exploring segmentation to increase loyalty

Explorer Travel Insurance is an online specialist serving niche travelers (backpackers, winter-sports enthusiasts and older customers with medical needs) that generates 80% of new sales through digital channels. Facing varied customer needs, a tight budget and the need to use email to cement relationships and drive repeat business, the company sought an email service provider capable of sophisticated segmentation and hands‑on support.

They chose dotmailer and implemented targeted segmentation, welcome and value‑add emails, and triggered campaigns. With dotmailer’s guidance they built an opted‑in database of close to 50,000, cut send volumes by about 50% by only emailing recent openers while maintaining response levels, and achieved a 5% conversion from a triggered offer—delivering more cost‑effective email marketing, higher engagement and stronger customer loyalty.

Explorer Travel Insurance

Ian Jennings

Managing Director