Best Insurance Email Message

How do you position life insurance to an audience of price-conscious warehouse store members? To harp on low rates would have been an obvious choice given Costco’s overall strategy as a cost leader, but we chose instead to focus on the life stages that trigger the need for life insurance in the first place.

The life stages angle, in combination with affordable group rates — bulk buying being a familiar concept with Costco members — formed a value proposition that resonated well with this audience.

The English and French emails had a combined open rate of 35%. Of this group, 8.4% clicked through to the Costco insurance website. As a toll-free number was also included in the email, call volume increased 71% over the same period of the previous year.

Most significantly, applications received during the campaign period exceeded target by 282%.

Contributors:

Marketing Manager:	Pauline Ming
Marketing Director:	Grace Pickard
Creative & eMarketing Strategy Director:	Rudi Muhr
Creative Services Sr. Manager:	Richmond Sedcole
Graphic Designer:	Sean Cassidy
Copywriter:	Kevin Wilson
Proofreader:	Kate Murphy
Production Consultant:	Marian Joseph

MANULIFE FINANCIAL AFFINITY MARKETS

Location: Canada