Campaigns offering the chance to win unique travel experiences and cash were a core marketing focus at 1Cover Travel Insurance.
Each campaign typically involved 8-14 email sends, as well as PPC advertising and social media funnels. Working closely with the marketing team, my responsibilities involved:
- Campaign ideation (e.g . Taste of Tokyo, 5K Spring Fever, 10K Vacay)
- Writing landing page copy
- Writing email copy
- Editing copy for social media posts and PPC
Before I joined 1Cover, it was common to send out the same (or similar) email copy throughout a campaign. One of the first things I changed was to write unique email copy for each and every send. Plus, I spent a disproportionate amount of time perfecting headlines using tools like CoSchedule Subject Line Analyser.
My involvement in the planning and execution of EDM campaigns resulted in a significant uplift across all key metrics including open rates, clickthrough rates and most importantly, sales! Indeed, a large proportion of the 20% growth in revenue prior to COVID-19 was directly attributed to email.
Example 1: The One Experience – Shark Diving Adventure with Bruce Hopkins
Subject Headline: Are You Feeling Brave? Subheading: Get in the draw for an unforgettable shark diving experience!
Example 2: 5K Spring Fever!
Subject Headline: Treat Yourself. Subheading: Win $5K in our Spring Fever giveaway
Example 3: The One Experience – Hamilton Island
Subject Headline: Hello Hamilton Island 🌴 Subheading: It’s back. Your chance to win The One Experience Money Can’t Buy.
Example 4: 10K Endless Summer Vacay
Subject Headline: Win $10K For Your Endless Summer Vacay 🌞 Subheading: The cash is back with our brand new giveaway. Enter now.
Example 5: Taste of Tokyo
Send Subject Headline: This Is What Foodies Dream About… Subheading: Get in the draw to win The One Experience Taste of Tokyo.