Progressive Insurance: Making the micro-interactions work.

by Jamie Sanford on January 15, 2009

Email from Progressive Insurance, January 2009.

Progressive Insurance's HTML email, Winter 2009 Newsletter

I have been a customer of Progressive Insurance for over a year now.  Their effective campaign advertising letting me know that they would compare their rates with other companies brought me to their website, and within weeks I had changed insurance carriers.  Their rates are better, their website is incredibly easy to use and I can’t ask for much more.  I haven’t experienced any claims service, which I am grateful for, but my experience thus far would lead me to believe that it too would be a painless experience.

I received this email from them the other day and I was really impressed by it.  Some nice tidbits of information that are related to the time of year, tips to keep your new year’s resolutions, and then a nice tip of the hat to the upcoming Oscar season, with a list of road movies (I love the tie-in here).  There is more on the sidebar, just some friendly, useful information, a simple spot reminding me of my policy, etc, but nothing that offends me.  The email is of what I believe to be the perfect size in terms of content, it’s not a big scrolldown, schizophrenic mess that confuses me into a state where I don’t know what they want me to look at.  It’s simple and friendly and has made me think more about my car insurance company (and how much I enjoy them) in the last few days than I ever have in the history of owning and insuring a car.

It’s also a great example of the micro-interaction idea that I saw presented a few months ago at Web 2.0 Expo by David Armano.  I didn’t ask for this email – but, since I don’t get inundated with emails from Progressive, I’m not looking to unsubscribe.  They’ve found a great way to create a micro-interaction in a business where they don’t get as many opportunities as say, Netflix, but it is having the same positive effect on me, and the unexpectedness of it is enlarging the impact. That, to me, is amazing success.

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