GEICO Keeps Customers Prepared for Anything With Email
Emergencies can happen at any time, but sometimes people need a little reminder (or two) of that, like in this email from one of the largest insurers in the U.S.
Mailer Name: GEICO
Date Emailed: April 5, 2016
It’s not exactly a big shock that an insurance company wants to minimize its exposure to losses. This newsletter is proof of that. The above-the-fold article, “Safe Driving In Heavy Rain,” is topped with an image of a car driving through some kind of deluge. “[M]ore weather-related crashes happen in rain than in snow or sleet,” the blurb warns. A button links to the full article, full of tips on how to avoid an accident.
Most of the other stories are in the same vein, for example, covering what essential items to keep in your car, or how to keep your pets safe in an emergency. Another linked article is less direct, with advice on how to save money by buying in bulk.
The remainder of the email, though, is focused on providing customer service to the insured. First, a block promotes GEICO’s mobile app and its high consumer rankings. It includes links to the download It from Google Play and the App Store.
Next, a grid links to 12 different kinds of insurance the company offers, each with an icon. They’re only a quick tap way from the website. But, some customers don’t need that many choices, so the bottom of the email is a simple navigation bar that gets them into their account, or find more information about the company.
Content that builds trust also opens doors for customers to explore their options, and maybe deepen their relationship with your brand.