Plan the sequence around why they are leaving – a rate increase, a change in circumstances, a better quote – and build it as an email journey your team reviews before anything goes out.
Why it matters
Policyholders leave at predictable moments: a premium increase at renewal, a change in their circumstances, a competitor's quote. Those who cancel after a rate increase often still value the cover. What they need is an explanation, an alternative level of cover or a review of the discounts they qualify for – before the renewal date rather than after the lapse.
Customer Win-Back plans that conversation from your own data. It reads the policyholders in your warehouse who have gone quiet or lapsed – by inactivity window or lifecycle stage – takes in why they are leaving, and plans a sequence for each segment: when each message goes out, its angle, the offer or alternative and the call to action, with the metrics to watch.
The plan becomes an email journey in one step, with suppressed and blacklisted contacts removed and every email created as a draft. In a regulated business that matters: your team and your compliance reviewers see every word before it sends.
Benefits
The audience comes from your warehouse – lapsed or at-risk policyholders by inactivity window or lifecycle stage – not a list assembled by hand.
Tell it why they are leaving – a rate increase, a life change, a competitor – and each segment gets the angle and alternative that answer it.
The journey it builds keeps each email as a draft. Nothing reaches a policyholder until your team publishes it.
The plan sets the timing of every touch, so the conversation starts ahead of the renewal date instead of after the lapse.
Use cases
Challenge
Policyholders who cancelled or went quiet after their renewal premium rose.
Solution
Explain what drove the change, offer the alternatives your terms allow – a different level of cover, a higher excess, discounts they qualify for – and make it easy to reach a person.
Challenge
Policies that lapsed in the last weeks, where your terms may allow reinstatement.
Solution
A short sequence that states plainly what reinstatement involves under your terms, with the wording your team sets.
Challenge
Customers in the at-risk stage ahead of their renewal date.
Solution
Start the renewal conversation early with a review of their cover and anything that has changed for them.
More industries
FAQ
Start before the renewal date, explain what drove the increase, and offer the alternatives your terms allow – a different level of cover, a higher excess, discounts or bundles the policyholder qualifies for. Make it easy to reach a person, and follow up with those who have not responded before the policy lapses.
AI can plan and draft them from your data. In The AI CMO the plan and the emails are generated from your own policyholder data, and the journey only sends after your team has reviewed and published every email.
It depends on your policy terms and the rules where you operate; many insurers allow reinstatement within a set period. A win-back sequence should say exactly what your terms allow, in wording your team approves.
The plan can include email, SMS, direct mail and phone touches. The journey it builds sends the email touches through your connected email provider; the others are planned for your team to carry out.
Create an account, connect your data and channels, and try it on your own customers.