Case Study

AXA Direct Assurance Used Weather Updates to Create Stronger Customer Relationships

Direct Assurance is a French online insurance company and part of the AXA Group. Their mission is to provide affordable insurance coverage that is simpler, easier to access and personalized based on what each customer needs. Policyholders can design their own coverage plans based on the different kinds of insurance that Direct Assurance provides.

The Results

AXA Direct Assurance wanted to strengthen customer trust during severe weather alerts by keeping policyholders fully informed. The automated email and SMS series drove a 31% increase in open rates with an opt-out rate of just 0.03%. Above-average click rates confirmed that customers found the content relevant and valuable, while feedback indicated they were more likely to recommend Direct Assurance to friends and family.

250K

email distribution list

+31%

open rate

0.03%

opt-out rate

The Challenge

Communicating Proactively During Severe Weather

Direct Assurance recognized the need to keep its clients fully informed during severe weather events as a means of building trust and loyalty. They wanted to create an automated campaign that would alert customers via email and SMS about where to take shelter and protect their properties before a severe weather event. Direct Assurance also recognized that after a hurricane or storm, customers needed simplified methods for filing a claim.

“This operation is a real success for us, and it is always a pleasure to work across the board with all departments, especially with the claims department. Thanks to the Selligent team for their support in launching this type of program.”

Deborah Lehmann

Project Manager Client Marketing, AXA Direct Assurance France

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The Solution

A Triggered, Geo-Targeted Email and SMS Program

Direct Assurance collaborated with Selligent by Zeta to develop a triggered campaign series across email and SMS, tailored to four primary weather events: floods, hail, thunderstorms, and snow-ice.

The campaign was segmented into three key stages:

1. Pre-event safety and prevention tips: One to two days before a weather event, clients in affected areas receive targeted communications. The email message informs customers of the upcoming weather alert expected within the next 24 hours in their area and provides prevention tips to help them prepare for adverse conditions. In parallel, a concise SMS will be sent to alert recipients of the climatic risk and redirect them to additional resources for further guidance.
2. Post-event: One to two days after the weather event, all policyholders who previously received the initial safety and prevention email are contacted again. The follow-up email informs customers about how to report a claim. This reinforces Direct Assurance’s role as a supportive insurer and strengthens the relationship with clients by providing clear guidance and reassurance. Additionally, a concise SMS will remind clients of the various ways they can contact Direct Assurance, including by phone or through the website.

3. Follow-up: Customers living in the weather-affected area who received the two previous messages are contacted again. This email serves as a reminder of the various ways to report a claim, encourages clients who have not yet submitted one to take action, and provides a direct link to the Direct Assurance homepage where claims can be filed online. Complementing the email, an SMS reminder informs customers that claims can also be submitted through the mobile app or their personal online space, while also reiterating the various ways to contact Direct Assurance, including by phone or via the website.

“This operation is a real success for us,” said Deborah Lehmann, Project Manager, Client Marketing at AXA Direct Assurance France. With Selligent by Zeta’s support, Direct Assurance developed a scalable model for proactive, customer-first communication, reinforcing its reputation as an insurer that prioritizes policyholder well-being.

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