AMS360: How to Create a Policy Renewal Campaign

Creating a policy renewal campaign in AMS360 can significantly enhance your communication strategy with clients. By anchoring your campaign steps to either the "Expiration Date" or the "Next Renewal Date" fields, you can tailor your messaging to suit different scenarios. 

Using the Expiration Date Field

The "Expiration Date" in AMS360 is updated to reflect the end of the upcoming renewal term when a policy is renewed before the current term expires. This allows your sequence to stop sending steps for the current year and reschedule for the next year, ensuring clients receive reminders only until their policy is renewed.

Use Case: Reminder Campaigns
This method is ideal for reminder campaigns, such as:

• "Your policy will expire in a month, remember to renew soon!"
• "Your policy will expire tomorrow if you don't renew today!"

Configuration Steps

1. In your Fuse dashboard

   • Navigate to the Marketing tab.
   • Select the Custom Campaigns section.

2. Creating a New Campaign:

   • Click on Create New Custom Campaign.
   • Name your campaign (e.g., "Upcoming Renewals").

3. Setting Up the Sequence:

   • Click Create Sequence and name it (e.g., "Upcoming Renewals Sequence").
   • Choose the Segment to ensure all active policies are subscribed to this sequence.

4. Adding Steps to the Sequence:

   • Click on Add Step to add different steps in the sequence.
   • Anchor the steps to the Policy > Expiration Date.
   • While configuring the anchor date, choose “Run annually and reschedule when date changes.”

   Example Steps:

   • Step 1: Run at -60 days
   • Step 2: Run at -30 days
   • Step 3: Run at -14 days
   • Step 4: Run at -7 days
   • Step 5: Run at -2 days
   • Step 6: Run at -1 day

5. Configuring Email Templates:

   • For each step, create or select the appropriate email template.
   • Tailor the content to remind clients about their upcoming renewal and provide necessary actions.

6. Review and Launch:

   • Review the sequence to ensure accuracy.
   • Click Launch to start the campaign.

Using the Next Renewal Date Field

The "Next Renewal Date" in AMS360 remains unchanged even when a policy is pre-renewed. It always indicates the next upcoming date when the current policy term ends. This ensures that sequence steps continue until the specified date, even if the policy has been renewed.

Use Case: Non-Reminder Communications
This method is suitable for communications that are not direct reminders, such as:

• Cross-sell offers around the renewal time.
• Emails that reinforce customer loyalty, especially when competitors might be trying to attract your clients.

Configuration Steps

1. In your Fuse dashboard

   • Navigate to the Marketing tab.
   • Select the Custom Campaigns section.

2. Creating a New Campaign:

   • Click on Create New Custom Campaign.
   • Name your campaign (e.g., "Upcoming Renewals").

3. Setting Up the Sequence:

   • Click Create Sequence and name it (e.g., "Upcoming Renewals Sequence").
   • Choose the Segment to ensure all active policies are subscribed to this sequence.

4. Adding Steps to the Sequence:

   • Click on Add Step to add different steps in the sequence.
   • Anchor the steps to the Next Renewal Date.
   • While configuring the anchor date, choose “Run annually and reschedule when date changes.”

   Example Steps:

   • Step 1: Run at -60 days
   • Step 2: Run at -30 days
   • Step 3: Run at -14 days
   • Step 4: Run at -7 days
   • Step 5: Run at -2 days
   • Step 6: Run at -1 day

5. Configuring Email Templates:

   • For each step, create or select the appropriate email template.
   • Tailor the content to engage clients with non-renewal-specific information.

6. Review and Launch:

   • Review the sequence to ensure accuracy.
   • Click Launch to start the campaign.