Best Insurance Online Newsletter Campaign

The Good Hands Newsletter program has two aims: to increase the loyalty of current policyholders, and establish the Allstate brand in our customer’s minds as friendly, helpful and innovative. The Good Hands Newsletter was reimagined in the fall of 2013. Through finding the right mix of stories, presented in an engaging digital environment, we were able to engage policyholders to think of Allstate as a go-to resource along its three chief lines of business: home, auto and life & retirement. Every issue, the team began with a deep analysis of web traffic in the topic areas, finding ideas that trended in the heat of online interest. Business and messaging objectives from many Allstate divisions were then added into the mix. The result was a final lineup of stories that was fun, useful, surprising and very clickable. Great care was taken to engage readers first, and introduce sales objectives second. A popular infographic about “Plants with Secret Identities” would draw readers in with the practical uses of certain plants. Deeper in the site, they could find links to home insurance information, or click a link to talk to their account representative. The results for engagement have been markedly successful. After the launch of the first e-newsletter, there was a 43.3% increase in unique visitors, proving that a high-quality content experience can be a great value to Allstate customers.

Contributors:

Director, Intergrated Marketing:	Susan Mena
Senior Marketing Manager:	Karen Burggraf

TIME INC.

Location: USA