Old Mutual Birthday Experience Case Study

This case study details the birthday experience campaign developed by Old Mutual’s Mass and Foundation Cluster Franchise (MFC) in collaboration with Everlytic. The campaign aimed to enhance customer engagement during their birthday month and drive registrations for Old Mutual Rewards. The journey was automated through an API-triggered messaging system, which included personalized emails and SMS messages tailored to whether recipients were existing Rewards members. The campaign's execution involved sending customized communications that invited clients to participate in a competition for a chance to win a tailor-made pair of jeans. The results indicated a significant increase in engagement, with click rates reaching 3.5 times the 2020 industry average. The study outlines the strategic use of personalization and the importance of timing in customer engagement, highlighting the successful integration of Everlytic’s Managed Services and Smart SMS technology to optimize the client experience.