Independence Blue Cross Keeps Mail Simple
When you’re a company communicating with your customers on a regular basis, you have a lot of choices open to you. On the digital side, there’s email, websites and social. But with clutter as a legitimate concern, a simple but important message can get lost in the shuffle. Enter a simple solution: direct mail.
Mailer Name: Independence Blue Cross
Date Mailed: October 2015
Independence Blue Cross, a major healthcare insurer, reached out to its members ahead of a deadline to renew their health plan coverage for 2016. It mailed a 2-sided 6”x11” postcard that promotes cell phone signups for the company’s IBX Wire service.
The front of the mailer makes the pitch: “You’ve got this. Right from your phone.” The large, hard-to-miss image on the right drives home the point, with “easy” shown in a phone text message bubble.
The reverse side of the postcard lays out the few steps the customer needs to take to opt in to Independence’s text alerts, starting with a single phone call.
IBX focuses on a single response channel — a mobile phone — to drive signups for its text messaging . Not everyone checks their email, but giving customers the opportunity to opt in to text messaging makes it easier for them to avoid the confusion so often associated with healthcare choices.