Background
One of Australia and New Zealand’s largest insurance companies faced a critical communications challenge. They needed to deliver two high-volume email campaigns within tight timeframes, targeting their customer base with essential information:
- Privacy policy update: Millions of customers needed to be notified about an important privacy policy change – a compliance-oriented communication requiring timely, verifiable delivery to every recipient.
- Online account activation: Customers were invited to activate their online accounts – an essential onboarding engagement to improve customer access and experience.
Both campaigns were time-sensitive and mission-critical. The privacy policy update was mandated by regulatory requirements (compliance with privacy regulations) and the account activation campaign supported broader digital engagement goals. The insurer’s internal email systems, while capable for day-to-day messaging, faced capacity constraints in handling such massive one-off sends within the required timeframe. They were concerned about deliverability, authentication and ensuring no customer was missed – all while avoiding pressure on internal IT resources or customer support, by pacing the sends to manage any increase in call volumes.
Discovery
- Volume & Speed: The campaign successfully delivered 3 million emails in total, sent in structured batches to meet tight deadlines without disrupting systems or triggering spam filters.
- Deliverability: Ensuring emails actually reach inboxes (not spam) given the scale, by using proper authentication and best practices – crucial for legal notices like privacy updates.
- Compliance & Security: The targeting approach ensured that only customers who had explicitly consented to receive communications were included, reinforcing compliance and privacy assurance.
- Internal Resource Limits: The client’s IT team had limited capacity to execute this campaign within the required timeframes, prompting the need for an experienced external partner to step in and manage the end-to-end process.
The insurer engaged Fujifilm DMS to manage the campaigns, confident in our track record delivering large-scale, essential communications with speed, security and precision. With proven infrastructure, trusted sender domains and deliverability best practices in place, we were able to meet compressed delivery window and ensure critical messages reached inboxes reliably. This allowed the client to reduce internal overhead while achieving strong delivery outcomes across millions of recipients.
Solution design
Fujifilm DMS delivered a complete Email Fulfilment Service, managing the planning, execution and monitoring of both campaigns end to end. This case study highlights how the team, technology and proven processes came together to deliver a seamless outcome for the client’s high-volume, business-critical communications.
Key capabilities included:
- Reporting and reconciliation: Custom reconciliation reports were provided to give clear visibility over each batch and ensure compliance requirements were met. Delivery performance was tracked throughout the campaign, helping the client confirm that essential messages were successfully sent.
- Scalable infrastructure & volume management: Our infrastructure supported the distribution of 3 million emails across multiple batches, optimising deliverability and managing customer engagement volumes. Our platform easily scaled to meet demand, with smart scheduling that avoided overwhelming recipient servers. Where necessary, we applied IP address warm-up strategies to build sender reputation and prevent throttling by mailbox providers.
- Email authentication & best practice standards: To maximise inbox placement, all emails were configured to support strict authentication standards, including SPF, DKIM and DMARC alignment. We ensured the client’s recognised sender domain was properly configured, reducing the risk of messages being flagged or blocked. Our team also provided DNS and domain setup guidance, reinforcing deliverability and compliance with anti-spam frameworks.
- Real-time deliverability monitoring: Throughout the campaigns, our team actively monitored delivery performance—tracking bounce rates, deferrals, spam feedback loops and inbox placement. If any issues arose (e.g. a particular domain delaying messages), we responded immediately. We liaised with mailbox providers and ISPs as needed to address any delivery issues promptly, helping maintain high inbox placement and send continuity.
- Secure data handling & automation: To reduce internal workload for the client, we integrated directly with their data process. Customer lists were securely transferred to our platform, which handled validation, formatting, personalisation and delivery scheduling automatically. Our automation ensured every message was accurate, secure and sent at the right time, with no need for manual intervention by the client’s internal teams. All records were processed in line with our ISO 27001:2022 certified controls.
- Multi-channel failover: For essential communications like privacy updates, ensuring message receipt is critical. While email was the primary delivery channel, our platform is designed to switch channels if needed. If an email couldn’t be delivered (e.g. due to mailbox rejection or a bounce), we could escalate delivery through alternative channels such as printed letters, SMS or secure web access, ensuring the message still reaches the intended recipient.
- Security, compliance and privacy focus: As a provider to highly regulated industries, security and compliance are built into every part of our service. Customer data was handled securely within Australia, meeting local privacy and data sovereignty requirements. Communications were configured in line with the Spam Act and Privacy Act, including appropriate unsubscribe and opt-out links.
Results & outcomes
Partnering with Fujifilm DMS, the insurer successfully delivered over 3 million emails across two critical campaigns, meeting compliance and engagement goals within short lead time. The structured batch-based delivery approach helped maintain internal stability, avoiding any added pressure on IT or customer service teams. Reconciliation reporting provided clear visibility into outcomes, giving the organisation confidence that all intended recipients had been reached — a key requirement for regulatory communications.
Outsourcing the end-to-end delivery enabled the client to stay focused on business as usual while ensuring essential messages were executed accurately, securely and at scale. The success of these campaigns has also strengthened the insurer’s confidence in future digital communications, demonstrating how a trusted delivery partner can simplify complexity and reduce internal overhead.
This case study underscores how Fujifilm DMS’s Email Services support large-scale, regulated organisations in executing high-volume customer communications with precision and reliability. From privacy notices to onboarding campaigns, our expertise and infrastructure help clients meet critical deadlines, maintain compliance and connect with customers more effectively, helping the insurer build a more dependable, scalable approach to digital customer engagement—now and into the future.
