Email Marketing 101: How not to market funeral insurance

1

Got this email from Leadway Insurance trying to sell funeral insurance. I think they got a few things wrong but you guys be the judges.

  1. they sent the email from funeral@leadway.com. As soon as I saw that, I thought WTF!
  2. I don’t remember signing up for any Leadway newsletter
  3. I think they focused too much on the financial aspect of this thing. Africans don’t think anyone will die; and definitely don’t plan for it. I suspect there’s a much better way to sell this. Something along the lines of “losing an elderly loved one is always sad; but Leadway can help you give them a befitting burial”.
  4. This email was almost gleeful - “Grab this offer NOW!” Really?

Anyway, read the mail and I’d love to hear how you think email marketing can be improved.

Do you know that with as little as *N5000 monthly, you can access as much as N1million as payout for funeral benefits in the event you lose an elderly loved one?
You will get to choose the particular relative(s) to be covered (parents and/or parents in-laws) and you decide the level of benefit to be covered. You also have the option to access more than N1million as death benefit.
Premiums payment only runs for a very short time after which your payments stop and we will pay you the N1million benefit for ALL the lives, whenever this event occurs in the future for each life insured.
Having carefully profiled you, Leadway recommends this special product offer to you, which has been designed to address any unforeseen financial worries in the event of the loss of loved ones. Simply click here and sign up. It’s that easy!
Give us a call and we assure you proper detailing to help your understanding. Grab this offer NOW.

2

I would have replied this newsletter with “Your Father”

3 Likes
3

Their father indeed!

4

True that!

5

So you use #5000 to earn #1mill when a covered relative dies?

Am I weird or does that sounds like a good incentive to kill ones relatives?

1 Like
6

You must be new to how the insurance industry works. Maybe you should try blowing up your car while you’re at it. :smile:

1 Like
7

“Africans don’t think anyone will die; and definitely don’t plan for it”… but Africans are the most extravagant when it comes to “Spending for Funeral” with all these “owanbe” something… lol
Like xolubi said, You must be new to Insurance indeed, cos it works… And this even looks good to me ooo… So that whenever i loose my older loved ones, I NO GO GET HEART ATTACK to go BORROW MONEY for burial… Abeg make i contact Leadway joor… I heard they are the best in the industry… Thanks for sharing… #OkBye!

2 Likes
8

LMAO at “Having carefully profiled you”

In other words Leadway has predicted someone in your family dropping dead in the near future.

Yup, definitely a surefire way of making people run away.

2 Likes
9

LMAO!!!

I got the mail too and thought it was badly written.
I saw the subject ‘Register for our Funeral Insurance Cover’ and I was like Errr…no thanks.

I’d buy life insurance but definitely not one tagged funeral insurance. The name just sounds wrong.

10

Saw the Youtube video for the Funeral Insurance by Leadway. Absolutely funny… See link - www.youtube.com/watch?v=CwC6uElri9E

11

There should be funny attitude to most serious matters of life. That way we safe ourselves from the pressures of life. However, i wonder why people see funeral as taboo when we know that death is certainty. Our attitude to reality has to change for us to move forward. Nothing is wrong with planning to forestall financial embarrassment even with the death of a loved one. Failing to plan is planing to fail. let no traditional sentiment prevent you from choosing the route of financial prudence. It is now a norm all over the world to plan any financial commitment no matter what it is. Don’t forget that civilization has eroded the much cherished Extended Family Security system. The idea is good and from a reputable organization. WHY NOT?