Communicating AllClear message through email marketing

Challenge

AllClear Insurance is one of the UK’s premier travel insurance cover companies, championing travel insurance for all, regardless of pre-existing disabilities or medical conditions. It had built up an extensive database of existing customers, as well as prospective customers, but had not started a concerted communication campaign to its database. AllClear intended to commence this campaign to coincide with its expansion of its product base.

Strategy

Mobas proposed a monthly campaign of electronic direct mail pieces that included two targeted e-shots and one informative and entertaining e-newsletter, conveying timely, relevant travel news, as well as lighter, more feature-oriented features that AllClear could then use to populate its blog.

Results

The AllClear EDM campaign proved very popular with the brand’s customer base with open rates that rated high above the travel industry average of 22% and click-through rates of 3.98%. The Mobas AllClear EDMs achieved average open rates of 32.2% and click through rates of nearly 14.49%. Consequently, the interaction between AllClear and its customers grew significantly evidenced by a significant increase in web-traffic to its travel site and calls into its contact centre.

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