How Prudential turned a year of scattered email campaigns into one award-winning engine
The challenge
Prudential's email marketing already worked, but it worked in pieces. Cross-sell newsletters, policy-milestone messages, birthday touches and lead nurture each ran on their own calendar, which meant clashing timing, stacked frequency, and missed handoffs the moment a customer showed intent. Tens of thousands of leads had gone cold — 21,700 of them dormant for 91 days or more — with no system built to revive them.
The opportunity wasn't another campaign. It was making everything already running behave as one.
Many streams, one always-on engine
Across 2025 we tied Prudential's separate email programmes into a single always-on engine on Salesforce Marketing Cloud. Multiple nurture streams ran as one system, tuned to three customer tiers — mass, affluent and high-net-worth — so each person met content, pacing and offers matched to where they actually were.
Einstein Send Time Optimisation chose the moment each person was most likely to open. Progressive profiling filled the gaps at every stage, so the messaging sharpened as a lead warmed. Interactive content — quizzes, calculators, pick-your-path modules — replaced static sends and gave people a reason to click, not just read. And the moment a lead crossed an intent threshold, the platform routed it to an adviser with the full engagement history attached.
Built once, smarter always
Nothing about it was set-and-forget. Every send refreshed the audience, decided the next-best message, optimised the timing, routed hot leads to advisers, and fed the outcome back in — so each cycle started smarter than the last, and streams that once competed now compounded.
The recognition
Built Once. Smarter Always. — the always-on engine tying Prudential's nurture streams together — won Gold for Most Effective Use of Marketing Automation at the MARKies 2026 Awards, and Silver for Best Use of a Customer Engagement Platform at the Marketing Technology Awards 2025.
The Results
Streams that compound
Campaign Assets
The Creative Work
