Andrew Yule Newsletter
BRIEF
Andrew Yule Insurance is a long established insurance broker based in Glasgow. This meant they had an extensive customer database, which they wanted to make the most of. The brief was to create a newsletter that tied in with the new branding and encouraged cross sell opportunities.
SOLUTION
The newsletter was launched at the same time as the new brand identity early in 2009. This allowed the newsletter to serve as a communications tool for the brand as well as other company news. There is a careful balance of news, topical information and promotional offers to keep the audience engaged ensuring there is something for everyone.
RESULTS
Three newsletters were sent out to the database in 2009 encouraging more cross selling across car, home and travel insurance. Of particular benefit was the newsletters ability to get customers to visit the newly developed website with a significant spike in web traffic whenever the newsletter went out.
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