American Family Insurance Policyholder Newsletter Case Study

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American Family Insurance

ePHN

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Background: American Family Insurance, a large, midwestern insurance provider, communicates with policyholders regularly through its quarterly newsletter, American Family Policyholder News. Wanting to enhance the overall customer experience, AFI sought to develop an electronic version of this newsletter.

Challenge: The electronic version had to be as informative as the print version and designed to appeal to policyholders so they would subscribe. Also, policyholders needed to be informed of the existence of this new format and how to receive it.

Solution: We developed an electronic platform for the newsletter — with a fresh, innovative design — that included multiple ways for policyholders to access all of the content from the printed version, plus links to additional useful information. We also created an opt-in campaign to alert policyholders to this new benefit.

Results: The electronic version of American Family Policyholder News has been very well received by AFI’s customers.

  • 537,000 policyholders have subscribed to and now receive the eNewsletter.
  • AFI has realized a 39% cost savings over the printed version.
  • A significant reduction of the newsletter’s environmental impact has also been accomplished, while keeping customers highly informed.