Old Mutual: Everything you need to know about Old Mutual's app-to-email messaging tool

Old Mutual: Everything you need to know about Old Mutual's app-to-email messaging tool

Old Mutual made an innovation when it came up with the Dream app. The organisation then made a resolve to work in the inefficient parts of the application by partnering with another company to upgrade the features of the Dream app. One of the areas that have made the app better is triggering emails that are personalized to each user's answers to the app's questionnaire, as the app now keeps all the information that the users provide.

Old Mutual: Everything you need to know about Old Mutual's app-to-email messaging tool

Image: facebook.com, @OldMutualSA
Source: UGC

Recently, a company called Everlytic and Mirum Agency joined the effort with Old Mutual to work on a project about the Dream App that Old Mutual brought forth. The project aimed at sending an alarm whenever the user would receive an email that complied with the details that he/she has provided when filling the questionnaire in the application.

What are the objectives of the Dream app?

Even though the project looked complex at the beginning, the execution was made possible, especially when using the API integration, expert trigger creation, and custom template development. The results that the project has generated are quite impressive.

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In most cases, Old Mutual's Dream app has been used in particular events to establish the financial goals and dreams of its customers. Since the app would provide information about the user's goals, Old Mutual would use the information that the users had provided to share the products and information that relate to their goals. It would also send its customers emails educating its users on the products that it offers.

What were the results of the project?

After testing the project, within two days, the results that were recorded were significant and impressive. For instance, Everlytic recorded more than two thousand new subscribers. To prove that the figure that Everlytic recorded was legitimate, Everlytic has a system that would filter out duplicate contacts and ensure that there is no redundancy in the contacts. This, therefore, meant that the contacts that accessed the Dream app were not flooded with redundant emails.

The results of the project also revealed that there was a tremendous increase in the rate at which the emails were accessed. The percentage of access increased from 24.65% to 51%, more than double the statics of the previous year. There was also a slight improvement in the rate at which people were clicking the messages. The rate increased from 2.98% to 3%. These positive results were greatly influenced by the collaboration that the companies had done to come up with the projection.

Execution of the project

Everlytic came up with an email in the form of a template. The template had two parts that had been sectioned and would be used for statistics. The first part had two sections which had content that would be sent to all the subscribers of the Dreams app. The second part had seven sections, and it has content that would be sent to particular audiences. It also mainly depends on the details that the subscriber provides when filling in the questionnaire.

How does the project work?

Old Mutuall

Image: facebook.com, @OldMutualSA
Source: UGC

When a new user subscribes to the app, the questionnaire appears, and they are required to fill it. When filling it in, they are required to provide their financial dreams and goals. The details that the subscriber provides while filling in the questionnaire are saved in the autoresponder. Depending on the alignment of the user's goals, the contents of the second part of the template are filtered to suit the user's goals. The template is then forwarded to the user.

When the user fills in and submits the details of the questionnaire, API notifies Everlytic about the fields that the user has selected. It also assigns references to the options on the different fields that the user would have selected. The notification that API sends to Everlytic automatically prompts Everlytic to send the user the email templates with the two sections depending on their selections in the second part.

How did the project turn out to be a success?

Everlytic came up with the following elements that played a major role in ensuring that the project was a success;

Dynamic template

Old Mutua app-to-email messaging tool

Image: instagram.com, @oldmutualsa
Source: UGC

It is coded to ensure that it only sends templates that match the dreams and goals of the user.

Custom fields

These are the fields that the user is expected to choose from. They have a special characteristic that the API has specified to send a notification whenever a new user is registered into the system.


When a new user registers, the triggers sends the signals to the system on the goals and dreams of the user. The autoresponders then sends the template that matches the user's preference.


They are responsible for relaying a notification to the autoresponders every time a new user submits their duly filled in questionnaire.

API integration

It is responsible for ensuring that there is seamless communication in Everlytic. That way, Old Mutual can comfortably track the delivery of emails.

Professional template creation

This element is responsible for ensuring that Old Mutual can send hyper-personalized messages to the users of the app.

Personalised content

This element refers to the content that has been sent to the user depending on the information in the filled questionnaire.

The clean and clear subject line

The subject line is; "Old Mutual | Plan your dreams"

The elements that the project has brought forth have made new users get attracted to the Dream app that Old Mutual has put up. The features will not only make life easier for Old Mutual but also save customers from countless redundant messages.


Source: Briefly.co.za

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