Online advertising is an effective means of reaching (potential) customers: advertisements can be personalized, conversions can be realized quickly, and results can be properly measured. If you also know how to approach the right target group and exclude existing customers, you will quickly save on high advertising costs. But how do you recognize existing customers and how much costs can this really save EDM took up the challenge with DELA and started a CRM onboarding process.
The funeral insurance company spends a lot of marketing budget on online acquisition campaigns and has ongoing Google Ads campaigns. With more than 3 million members and insufficient tools to exclude these members, many consumers that are already members are reached every day. To stop wasting the marketing budget, DELA wants to recognize and exclude its existing customers.
Jonno van der Heijden - Marketing Intelligence at DELA:
“At DELA, we are constantly looking for ways to communicate more relevantly with customers, based on data, technology, and insights. In addition to that, we are a non-profit organization, and we want to keep the premium as low as possible. We hope that a more efficient use of marketing budget will make a positive contribution to this.”
CRM onboarding offers great added value for organizations. To demonstrate this added value to DELA, two uploads were made: one with the original file and one with EDM optimization. The original file was used by means of a test campaign.
Subsequently, EDM optimized the member base for Google Customer Match and uploaded it anonymously in Google Ads. The test campaign was then repeated with the optimized target group and the results were analyzed and compared with the results of the first test campaign.
The funeral insurance company spends a lot of marketing budget on online acquisition campaigns and has ongoing Google Ads campaigns. With more than 3 million members and insufficient tools to exclude these members, many consumers that are already members are reached every day. To stop wasting the marketing budget, DELA wants to recognize and exclude its existing customers.
Jonno van der Heijden - Marketing Intelligence at DELA:
“At DELA, we are constantly looking for ways to communicate more relevantly with customers, based on data, technology, and insights. In addition to that, we are a non-profit organization, and we want to keep the premium as low as possible. We hope that a more efficient use of marketing budget will make a positive contribution to this.”
CRM onboarding offers great added value for organizations. To demonstrate this added value to DELA, two uploads were made: one with the original file and one with EDM optimization. The original file was used by means of a test campaign.
Subsequently, EDM optimized the member base for Google Customer Match and uploaded it anonymously in Google Ads. The test campaign was then repeated with the optimized target group and the results were analyzed and compared with the results of the first test campaign.
The funeral insurance company spends a lot of marketing budget on online acquisition campaigns and has ongoing Google Ads campaigns. With more than 3 million members and insufficient tools to exclude these members, many consumers that are already members are reached every day. To stop wasting the marketing budget, DELA wants to recognize and exclude its existing customers.
Jonno van der Heijden - Marketing Intelligence at DELA:
“At DELA, we are constantly looking for ways to communicate more relevantly with customers, based on data, technology, and insights. In addition to that, we are a non-profit organization, and we want to keep the premium as low as possible. We hope that a more efficient use of marketing budget will make a positive contribution to this.”
CRM onboarding offers great added value for organizations. To demonstrate this added value to DELA, two uploads were made: one with the original file and one with EDM optimization. The original file was used by means of a test campaign.
Subsequently, EDM optimized the member base for Google Customer Match and uploaded it anonymously in Google Ads. The test campaign was then repeated with the optimized target group and the results were analyzed and compared with the results of the first test campaign.
