Best Insurance Email Message Campaign

When customers leave, we don’t always know exactly why. But we had some ideas about why they might reconsider. Our win back email series A/B tested two different messaging theories for a full year to better understand what motivates customers to re-enroll in a dental plan with us.
The first strategy: health messaging. Oral health is linked to overall health, and dental coverage can help you take care of your mouth and your body.
The second strategy: savings messaging. Everyone wants to save money, and insurance offers opportunities to save on costs at the dentist.
This A/B test didn’t isolate a single element, but rather each email had a different overall strategy. We did keep the subject lines and email templates the same to reduce variables.
The results were clear – while health messaging drove higher engagement, savings messaging drove more conversions. The overall series drove higher engagement and conversions than the previous emails with more general messaging.

Contributors:

Creative Director:	Jim Deeken
Sr. Manager Brand Content:	Nina D'Iorio
Manager, Design:	Brittney Cruz
Sr. Brand Copywriter:	Peter Lee
Sr. Visual Designer:	Flora Morrow
Sr. Creative Strategist:	Alyssa Myers
Marketing Automation:	Leah Matthews and Dustin Behee
Marketing Manager and Sr. Marketing Specialist :	Brandy Petricka and Cherie Roberge
Sr. Web Producer:	Jim Hagler
Project Manager:	Susan Hart

DELTA DENTAL

Location: US

About the Agency:

Delta Dental of California, Delta Dental Insurance Company, Delta Dental of Pennsylvania and affiliates provide dental coverage in 15 states, D.C. and Puerto Rico.