Epic BDE: How to Create a Policy Renewal Campaign

Leveraging Expiration Date and Next Renewal Date Fields for Effective Client Communication

When setting up a policy renewal campaign in Fuse, you have the option to anchor your sequence steps to either the "Expiration Date" or the "Next Renewal Date" fields. Each method serves different purposes and has distinct outcomes. This article will guide you through setting up campaigns using both methods and explain when to use each.

In this article, we will cover each of these methods:

1. Using the Expiration Date Field
2. Using the Next Renewal Date Field

Using the Expiration Date Field

When a policy gets renewed before the current term's expiration date, Fuse updates the "Expiration Date" to the end of the upcoming renewal term. This means that if a policy is renewed, the sequence can stop sending steps for the current year and reschedule for the next year.

Use Case: Reminder Campaigns

This method is ideal for campaigns primarily composed of reminders, such as:

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

By using this campaign configuration anchored to the Expiration Date, we can ensure that these reminders continue to be sent until/unless the policy has already been renewed. This prevents alarming customers who have already agreed to renew.

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 
   • 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:
     1. Step 1: Run at -60 days
     2. Step 2: Run at -30 days
     3. Step 3: Run at -14 days
     4. Step 4: Run at -7 days
     5. Step 5: Run at -2 days
     6. Step 6: Run at -1 day
5. Configuring Email Templates
   • For each step, create or select the appropriate email template.
   • The content can be tailored 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" does not get updated when a policy is pre-renewed. It always indicates the next, upcoming date when the current policy term is going to end. Therefore, sequence steps anchored to the "Next Renewal Date" will keep sending up to that date, even if the policy has already been renewed.

Use Case: Non-Reminder Communications

This method is suitable for communications related to renewing but not explicitly reminding the customer to renew, such as:

• Cross-sell offers around the renewal time.
• Helpful emails to make the customer feel cared for, especially when other agencies might be trying to convince them to switch.

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 
   • 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:
     1. Step 1: Run at -60 days
     2. Step 2: Run at -30 days
     3. Step 3: Run at -14 days
     4. Step 4: Run at -7 days
     5. Step 5: Run at -2 days
     6. Step 6: Run at -1 day
5. Configuring Email Templates
   • For each step, create or select the appropriate email template.
   • The content can be tailored 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.

By understanding the differences between using the "Expiration Date" and "Next Renewal Date" fields, you can tailor your policy renewal campaigns to meet your specific communication needs and ensure that your clients receive the right messages at the right time.