ATLANTA, April 29, 2009-Unum Group, a provider of disability, group life, long-term care and voluntary benefits for more than 100,000 companies and 25 million people, uses email to engage the employees of its client companies. Recently, Unum turned to Silverpop, its longtime email service provider, to help the company enhance its pre-enrollment communications.
"Our pre-enrollment education process is crucial to our bottom line, as it serves a dual purpose," said Richard White, electronic marketing and communications manager for Unum. "Our customers receive valuable information about their benefits, and we are able to proactively communicate with them and drive enrollment for our products."
With Silverpop's Landing Pages product, Unum is able to develop and manage dozens of pre-enrollment landing pages to help educate client employees about each company's enrollment benefits and deadlines. The landing pages are co-branded with the client, and have proven to be an integral part of Unum's communications strategy.
The campaign includes the distribution of a series of three emails: communicating the start of enrollment, reminding customers of the enrollment deadline, and communicating the cutoff period. Links to relevant co-branded landing pages are featured in every message. On the landing pages, which are personalized for each company yet mimic the look and feel of the email, Unum provides recipients with clear calls to action to enroll via multiple channels (phone, online, or one-to-one meeting with a benefits counselor).
"Using Silverpop's Landing Pages, I get the flexibility I need to create customized messages promptly and with zero IT involvement," White said. "And best of all, we're seeing click-through rates that are three times higher than average."
Silverpop Engage empowers companies to create and manage multi-channel marketing campaigns that enhance lifetime value and brand loyalty among millions of customers. The platform makes it easy to design, automate, monitor and measure online marketing efforts to achieve desired response rates and ROI.
Silverpop's Engagement Marketing suite helps turn prospects into customers, and customers into fans. Silverpop's Web-based solutions enable companies worldwide to build relationships with customers and prospects through the creation, automation and delivery of relevant, online messaging.
Companies rely on the Silverpop Engage platform to create and manage multichannel marketing campaigns that reach millions of individuals-one at a time-enhancing lifetime customer value and brand loyalty. Silverpop's Engage B2B platform seamlessly scores sales leads, nurtures them through the pipeline and measures campaign return on investment. And Silverpop's strategic counsel, service and support helps clients with the precise level of training and advice needed to quickly improve campaign results and ROI. Silverpop makes it easy and affordable for marketers to create, automate and execute campaigns ... from first click to lifetime customer. With offices in the United States, England and Germany, Silverpop's engagement marketing technologies are used by industry-leading brands around the globe. Best practices and white papers are available at www.silverpop.com.
About Unum Group
Unum (www.unum.com) is one of the leading providers of employee benefits products and services and the largest provider of group and individual disability income protection insurance in the United States and the United Kingdom.