Best Insurance Email Message

The success of this campaign was the result of not letting early success slow us down. In 2012 we had a very successful Costco Term Life Insurance solo email campaign. We received 282% of our target for applications and 346% of our target for premiums received. “That was great!” we said. “Now let’s do better!”

And better we did.

We had a new, compelling message: the plan had recently been enhanced to give Costco members more options. So, where the previous year we appealed to the emotions (“Protect those you love”), in 2013 we went straight to the point, with “New, enhanced Term Life Insurance for Costco members.”

We retained the basic layout that had been successful in 2012, with copy on the left and a large image on the right. This time the image was of the same family we used in our product brochure, for consistency, and it reflected the multicultural, family-oriented demographic.

The copy quickly mentions the enhancements and drives home, via concise, easy-to-read bullets, the important life events that create a greater need for life insurance.

The call-to-action featured buttons for each membership type to learn more online, as well as a phone number. The result was a massive increase over 2012, despite higher target numbers. Unique clicks increased from 2.92% to 3.65%. Apps received through the website improved to 396% of target, while premiums received improved to 403% of target. And our call volume increased from 1,401 calls in 2012 to 4,658.

Contributors:

Designer:	Sean Cassidy
Copywriter:	Kevin Wilson
Production Consultant:	Marian Joseph
Marketing Manager:	Pauline Ming

MANULIFE FINANCIAL AFFINITY MARKETS

Location: Canada