How Tammy Nelson, CMO of American Modern Insurance Group, is building a great customer experience for the insurance industry.
With Tracy A. Gill For Tammy Nelson, marketing manager of The American Express Property Casualty companies, testing is not just a good idea, it's a way of life. All of Nelson's marketing efforts for the financial services giant's auto and home insurance division are done through direct channels. This means that each and every communication needs to be more clear, more persuasive and more actionable than her competitors', who can rely on field agents, TV promos and space advertising to support their message. To ensure that her direct mail efforts are up to par, Nelson relies heavily on testing. "We drop at least