The Web Marketing Association is proud to present this 2025 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
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.