In late May, CSAA launched an enhanced Wildfire Mitigation email to nearly 165,000 homeowners across targeted ZIP codes in nine states.

While CSAA has sent Wildfire Mitigation emails to customers since 2019, this new campaign achieved the highest open rates to date.

To increase engagement, we incorporated two key enhancements: homeowner insights and personalization based on CSAA’s Wildfire Segmentation research, and educational video content highlighting risk-reduction actions customers can undertake. The video then directs them to www.my-resilient-home.com for more tips.

“By applying the dual power of our homeowner segmentation research with behavioral science principles, we were able to connect with homeowners in a highly personal, motivating way,” said Consumer Insights Analyst Steve Bowen. “We tailored subject lines and messaging to reflect each homeowner segment’s current and future behaviors, mindset, insurer relationship preferences—and more—to optimize inbox opens and drive deeper engagement with the email content. The results show that customers know we understand them on a personal level and want to help.”

“These results reflect a new cross-functional approach led by our Policyholder Communications team,” said Executive Vice President and Chief Operations Officer Bob Valliere. “What is new is focusing on the individual—not the policy—through personalization and by addressing a specific customer need with timely, actionable guidance. These types of proactive touches are integral to our efforts to fulfill our mission and delight customers and partners.”