Original editorial content specifically created for an email audience sees an uplift in response and engagement metrics such as click –through and dwell times. Seven has created a joined-up, content-rich strategy for Aviva, to boost customer retention.
london (PRWEB UK) 13 July 2011
The Your Wellbeing e-zine will build on the popularity the print magazine enjoys with Aviva’s private medical insurance customers. The new resource has been designed to appeal to younger audiences and to provide tailored content and offers that meet customers’ interests.
Your Wellbeing offers clear, accessible and relevant advice on individual health protection, as well as useful helplines and fun quizzes. Each e-zine is segmented to the reader’s needs, providing a targeted communication channel for other Aviva group products, GP helpline, MyHealthCounts, and Aviva Deals.
The e-zine has been developed following insight into Aviva customers’ growing preference to receive information and engage through digital channels.
Seven has produced the Your Wellbeing print magazine for the last two years and hopes its popularity will grow further online. It’s success will be measured by click-through rates and dwell times.
Sean King, CEO at Seven, said:
“In our experience, original editorial content specifically created for an email audience sees an uplift in response and engagement metrics such as click –through and dwell times. We understand Aviva and its vision, and as a result we have created a joined-up, content-rich strategy to boost customer retention. Seven are perfectly placed to offer this service to Aviva with the wealth of talent at our disposal, and our experience in providing Aviva magazine.”
Rebecca Paterson, head of marketing, communications and consumer propositions at Aviva, said:
“We recognise that times are changing and that customers are looking for new, more interactive methods of receiving information from us. The work we’ve done with Seven to create this e-zine means we can communicate relevant stories, interesting content and offer specifically tailored deals to those customers in a way that’s most appropriate to them.”
Aviva is the latest brand to put branded content at the core of its online content strategy. Seven produces e-zines for LTA, RAC, Homeserve, and Sainsbury’s, amongst others.
Winner of the 2010 APA Best Integrated Marketing Solution for Little Ones, 2009 PPA Customer Magazine of the Year for Sainsbury’s, and 2008 PPA Customer Magazine of the Year for ASOS.com, to name a few, Seven is expert in creating intelligent, relevant and effective content across multiple channels. These include magazines, websites, social media, interactive e-zines, video, iPhone and iPad apps.
Clients of Seven include Virgin, Sainsbury’s, CIMA, English Heritage, Grant Thornton, Guardian News and Media, New Look and Waterstone’s.
Contact at Seven:
Tel: 0207 775 5549
Contact at Aviva:
Media Relations Officer
Tel: 01904 452791: 07800 691947
- Seven is an award-winning multichannel strategic content agency.
- Experts in creating intelligent, relevant and effective content across multiple channels, including magazines, websites, social media, interactive ezines, video, iPhone and iPad apps.
- Clients of Seven include Virgin, Sainsbury’s, CIMA, English Heritage, Grant Thornton, Guardian Media Group, Lloyds Banking Group, New Look and Waterstone’s.
- For further information: http://www.seven.co.uk or contact Shareena Ali, PR Manager, Shareena.ali(at)seven.co(dot)uk 0207 775 5549.
Aviva is the world’s sixth largest* insurance group. We provide more than 53 million customers with insurance, savings and investment products with total worldwide sales in 2010 of £47.1 billion**.
We are the UK’s largest insurer with 19 million customers and one in three households has a relationship with us. Our combination of life, health and general insurance, together with motoring services from RAC, is unique in its scale and breadth in the UK market. Customers can choose to buy our products through intermediaries, our corporate partners or from Aviva direct and we have become the partner of choice for many of the UK’s biggest organisations.
We are ranked as one of the UK’s top ten most valuable brands and Aviva Plc are in the top 10% of socially responsible companies globally in the Dow Jones Sustainability World Index. In 2010 we invested £4.3m into our communities in the UK, which included 1,500 Aviva volunteers giving 24,000 hours for good causes. In addition, our employees gave £600,000 through fundraising and donating. Read our corporate responsibility report at http://www.aviva.com/2010cr.
Aviva is working in partnership with Railway Children through the Aviva Street to School programme to get children living or working on UK streets back into everyday life. Find out more at http://www.aviva.co.uk/street-to-school.
The Aviva media centre at http://www.aviva.com/media includes images, company and product information and a news release archive.
For broadcast-standard video, please visit http://www.aviva.com/media/video/.
Follow us on twitter: http://www.twitter.com/avivaplc
*based on gross worldwide premiums at 31 December 2009.
**at 31 December 2010.