Challenge

Faced with cost pressures and an objective to increase customer retention rates Medibank sought to improve the effectiveness of their email communications as a means to engage with members and encourage brand loyalty.

Lacking internal capability and bound by strict privacy laws Medibank required an external vendor with the required digital competencies as well as the security framework and infrastructure required to ensure legal compliance.

Solution

Because of our track record of using email to successfully engage insurance customers Medibank approached Aptiture Digital to design and execute a series of new campaigns targeting their member database and improve outcomes with a number of existing email based initiatives.

Aptiture addressed several issues which had previously reduced the effectiveness of Medibank’s communications relating to deliverability, client interface compatibility, and effective design. The new campaigns enjoyed an overall conversion rate increase of 24%.

Deliverables

  • Responsive Email Design
  • Mobile Optimisation
  • Database Segmentation
  • Infrastructure Provisioning
  • Bulk Email Distribution
  • Metric Analysis

The successful execution of the new campaign delivered several benefits to Medibank.

  • 98.6%
    email client compatibility
  • 96%
    delivery rate achieved
  • 46%
    open rate achieved
  • 18%
    click-through rate achieved
  • 24%
    increase in conversion rate