A Fortune 500 company, Unum is a market leader in disability, group life, long-term care and voluntary benefits for more than 100,000 companies and 25 million people. It offers a full array of benefits solutions—including education, enrollment services and cutting-edge claim support—to meet the needs of both employers and their workers.
Unum has been a longtime user of IBM Marketing Cloud for its email communications, which include newsletters and promotional messages. Until recently, recipients have been brokers who sell Unum’s benefits/services and companies that buy these benefits/services but now includes employees of these companies who use the services.“We are sending emails to a high volume of recipients, and IBM Marketing Cloud has been able to scale with our business over the years,” said Richard White, electronic marketing and communications manager, Unum. “We are a small marketing team, but IBM Marketing Cloud enables us to execute at a high level and allows us to look like a much bigger operation. ”Communicating enrollment to customers is crucial to Unum’s bottom line. And a vital part of the enrollment process is pre-enrollment education, which serves a dual purpose for both Unum and its customers. Customers receive valuable information about their benefits and upcoming deadlines for enrollment, while Unum is able to proactively communicate with customers and drive enrollment for its products. “Pre-enrollment is a key component of the sales process for Unum,” said Rob Howell, director of electronic marketing, Unum. “Our challenge was to determine how to best provide company-specific enrollment information to our customers in a replicable way without using IT resources or incurring additional expense.”
To keep reading about Unum and their success with IBM Marketing Cloud, download the case study.