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.