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Seven designs Aviva health e-zine to engage new online audience

Seven designs Aviva health e-zine to engage new online audience

Seven, the award-winning multi-platform strategic content agency, has designed a new bi-monthly health e-zine with the leading health and wellbeing insurance provider Aviva.

The Your Wellbeing e-zine will build on the popularity the print magazine enjoys with Aviva’s private medical insurance customers. The new resource has been designed to appeal to younger audiences and to provide tailored content and offers that meet customers’ interests.

Your Wellbeing offers clear, accessible and relevant advice on individual health protection, as well as useful helplines and fun quizzes.

Each e-zine is segmented to the reader’s needs, providing a targeted communication channel for other Aviva group products, GP helpline, MyHealthCounts, and Aviva Deals. The e-zine has been developed following insight into Aviva customers’ growing preference to receive information and engage through digital channels.

Seven has produced the Your Wellbeing print magazine for the last two years and hopes its popularity wll grow further online. It's success will be measured by click-through rates and dwell times.

Sean King, CEO at Seven, said: “In our experience, original editorial content specifically created for an email audience sees an uplift in response and engagement metrics such as click –through and dwell times. We understand Aviva and its vision, and as a result we have created a joined-up, content-rich strategy to boost customer retention. Seven are perfectly placed to offer this service to Aviva with the wealth of talent at our disposal, and our experience in providing Aviva magazine.”

Rebecca Paterson, head of marketing, communications and consumer propositions at Aviva, said: “We recognise that times are changing and that customers are looking for new, more interactive methods of receiving information from us. The work we’ve done with Seven to create this e-zine means we can communicate relevant stories, interesting content and offer specifically tailored deals to those customers in a way that’s most appropriate to them.”


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