Case Study: Legal & General achieves 156% email revenue growth and 1368% ROI with RedEye's Contour marketing automation

Legal & General and RedEye Harnessing the True Potential of Marketing Automation

Legal & General, one of the world’s largest insurance and investment managers, needed a more data-driven, cost-efficient way to personalise customer and prospect communications and move away from expensive direct mail. They partnered with RedEye (using RedEye’s Contour marketing automation platform and dedicated account management) to explore behavioural email automation while ensuring financial‑services data sensitivity and compliance.

RedEye implemented a phased marketing automation programme, scaling from one behavioural email to 13 daily automated journeys across life, home, pensions and retention teams, plus a full customer lifecycle (welcome, birthday, lapsing, cross-sell) with editable templates. The impact was clear: an initial email reached 5,000 people/month and drove 100+ sales/month with opens over 50%; home and life behavioural emails now average opens of 46%/28% and CTRs of 23%/9% respectively, lapsing emails show 28% opens and 51% CTR, email revenue grew 156% year-on-year (2014–2015) with a 1368% ROI and 2016 on track for 1759%—all achieved with RedEye’s Contour and account team, plus measurable cost savings from reduced direct mail.

Legal & General

Rebecca Davies

Senior Digital Content Manager