TOP: This letter balances multiple goals - 1) to educate eligible members about group insurance, 2) to establish The Personal as a trusted insurance provider, and 3) to highlight their core offering: exclusive savings and excellent customer service. By using a Johnson Box, bulleted call-out text and supporting statistics, we were able to incorporate all three components without sacrificing simplicity.

BOTTOM: This email was designed to highlight the benefits of a relatively complicated insurance product in a way that was easy to digest. There was a lot of information to convey - but breaking it into bite-sized chunks complimented the email format and improved readability and comprehension.