A Welcome Journey provides an opportunity to give new customers a warm welcome and guide them through the first steps after taking out a insurance policy.
The existing welcome email was primarily informative and left room to convey more personality and trust.
The challenge: how do you create a welcome campaign that feels both clear and personal?
Develop data-driven headers for the Welcome Journey that personally greet customers, display their product type (car, home, legal protection, or travel), and show the insurance start date.
The tone needed to be light, service-oriented, and instantly clear.
Data
✔ First name
✔ Insurance type
✔ Start date
We created a consistent Allianz Direct style for all emails,
with a unique visual scene for each product: a car on the red carpet,
a home setting for home insurance, or an airport scene for travel insurance.
The header conveys the whole story in seconds:
“Welcome [First Name], insured for [product] starting [date].”
The result is a personal welcome that instantly clarifies what the customer is insured for.
Customers immediately recognize their product and start date,
making the first impression warmer, more relevant, and more trustworthy.
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