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Aviva health e-zine to engage new online audience


Seven has designed a new bi-monthly Your Wellbeing e-zine to add to the print magazine Aviva offers to 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 products, GP helpline, MyHealthCounts, and Aviva Deals.


Sean King at Seven says, “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.”


Rebecca Paterson at Aviva adds, “We recognise that times are changing and that customers are looking for new, more interactive methods of receiving information from us. This e-zine means we can communicate relevant stories, interesting content and offer specifically tailored deals to those customers in a way most appropriate to them.”

Private medical insurance news: 20 July 2011