A Vancouver-based auto insurance provider came to New Brighton Marketing looking to modernize their email marketing program. Their existing setup had grown stale -- outdated templates that no longer reflected their brand, integrations that weren't configured to support automation, and a tagging structure that made reliable entry and exit from workflows impossible. The result was a program that was technically running but not performing.
The client needed more than a cosmetic refresh. Their abandoned cart reminders and review request sequences had stalled, and without a properly structured automation framework, re-engaging those touchpoints wasn't straightforward. The underlying infrastructure had to be rebuilt before any new campaigns could perform reliably.
We needed to get the foundation right. That meant redesigning the email template to align with current brand standards, reconfiguring platform integrations to support automation triggers, and rebuilding the tagging logic so contacts could enter and exit workflows cleanly based on their own actions. Once the infrastructure was solid, the automations were rewritten, tested, and relaunched with fresh copy and a clear monitoring process in place.
The objective was a program that looked polished, ran reliably, and responded intelligently to how contacts actually behave.
The sequence triggers when a contact's Transaction Type is updated to Renewals -- a signal that someone has started but not completed their policy renewal. From there, the automation takes over.
Before sending anything, it checks whether the contact has already converted. If they have, they're tagged and exit immediately. If not, the first email goes out within the hour.
That same logic repeats across four touchpoints, with delays of one hour, two days, three days, and five days between each send. At every stage, the automation checks for a completed transaction before proceeding. Contacts who convert at any point are tagged as converted and removed from the sequence. Those who move through all four emails without completing their renewal receive a final "did not convert" tag, keeping the contact record clean and the data actionable.
The numbers reflect how well the sequencing holds attention over time. Email 1 opened at 57.3%, and engagement remained strong through the sequence -- 46.6% on Email 2 and 43.9% on Email 3. The bulk of automation-driven conversions came early, with 2K contacts tagged as converted after the first email alone, followed by 161 after Email 2 and 36 after Email 3.
The result is a sequence that never over-communicates, exits contacts the moment they convert, and leaves a clear data trail regardless of outcome.
Each email in the sequence follows a consistent visual framework that reinforces the B&W Insurance Brokers brand at every touchpoint. The template opens with the company logo and a warm brand identifier -- "Celebrating 40 Years of Service" -- before moving into a full-width hero image with a branded gradient overlay that mirrors the look and feel of their website. The effect is cohesive and immediately recognizable.
Partnership credibility is built into the design itself. ICBC and Autoplan branding appear directly within the hero images, signaling to contacts that they're renewing through an authorized, trusted provider.
Below the hero, the body copy sits against a deep teal background using the brand's primary color palette. Each email opens with a personalized greeting using the contact's first name, creating an immediate one-to-one tone that feels less like a bulk send and more like a direct nudge from someone who knows them. Two CTAs are stacked and styled to match brand colors -- a warm orange for the primary online action and a muted blue for the phone alternative -- giving contacts a clear path forward while maintaining visual hierarchy.
Each email closes with a rotating Google review, adding a layer of social proof that reinforces trust at the moment a contact is deciding whether to complete their renewal. The reviews feature real customer names and titles, lending authenticity without feeling forced.
Across all three emails, the hero imagery rotates to keep the sequence feeling fresh, while the template structure, color treatment, and messaging remain consistent -- creating a sequence that feels like a conversation rather than a series of disconnected sends.
What started as a broken email program is now a reliable, brand-aligned revenue channel. By rebuilding the infrastructure from the ground up -- fixing integrations, restructuring tagging logic, and redesigning the template -- the automation now does what it was always supposed to do: reach the right contacts at the right time and get out of the way when they convert.
The results speak for themselves. Open rates above 57% on the first touch, consistent engagement across the full sequence, and thousands of contacts moving cleanly through a workflow that tracks every outcome. The client now has a program that reflects their brand, responds to contact behavior, and generates measurable returns with minimal manual intervention.