UNUM: Inaugural direct-to-consumer campaign
This case study describes how Unum, the leading group disability insurance provider in the US, created a direct marketing campaign directly to company employees to increase uptake of its products.
Unum traditionally marketed to employer HR departments but found uptake from employees was limited.
Since the Affordable Care Act encouraged individuals to take personal responsibility for their health insurance, Unum identified the opportunity of marketing directly to individuals within companies offering Unum insurance.
The direct mail and email campaign was based on behavioural science learnings including arranging meetings with reps that were opt-in by default.
Email open rates increased 12-fold and while employee participation increased so did the amount each customer spent.