top of page
Maven Enrollment_v5.jpg

Email & Direct Mail Designs | September 2024

MATERNITY ENROLLMENT

The Maternity Enrollment Campaign seeks to educate eligible Aetna members about the benefits of the Aetna Maternity Program (AMP), Aetna Enhanced Maternity Program (EMP), and Maven, encouraging them to enroll for comprehensive maternity support.

Objective

The Maternity Enrollment Campaign aims to educate and encourage eligible Aetna members to enroll in the Aetna Maternity Program (AMP), Aetna Enhanced Maternity Program (EMP), and Maven by increasing awareness and engagement. The goal is to assess whether targeted outreach efforts effectively drive higher enrollment across all programs.

Target Audience

  • Aetna members between 13-28 weeks pregnant

  • Normal-risk members

  • High-risk members

Approach

The campaign utilized a segmented outreach strategy, ensuring that messaging was tailored to different cohorts based on their risk levels and eligibility. Consistent branding, color themes, and design elements were maintained across all materials to create a cohesive member experience.

Toolbar-4.png
Process

  1. Wireframing emails – The campaign started with designing email variations to cater to different member cohorts.

  2. Creative consistency – Ensured all materials adhered to the brand’s color theme and design guidelines.

  3. Expanding to direct mail – Adapted email designs into print format while maintaining consistency in content and visuals.

Challenges & Solutions

Adapting email designs for direct mail while maintaining consistency in branding and messaging was a key challenge. To address this, we created adaptable templates that preserved core design elements across both formats. Additionally, tailoring content for different member cohorts required messaging variations to meet their unique needs while ensuring campaign cohesion. These solutions helped maintain a seamless and effective outreach experience.

bottom of page