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Framing email structure for all insurance teams

Project responsibility

Revamping communication templates for every business unit of Policybazaar.

Project members

  • ​Business heads — health, two-wheeler, travel, claims and life insurance

  • Product managers — health, two-wheeler, car, travel, claims and life insurance

  • Operations team

  • Legal team

  • Writer (me)

Project process

​ID confusion: Customer support came to our rescue

We found out that IDs became a blocker during customer support calls. Just after the greeting, when our support specialist asked for the ID, there was a pause from the caller's end most of the time. 


  • Callers didn't know about the IDs when asked. 

  • They had no idea which one to share if they even knew about their IDs.

  • They were unclear about the difference between different IDs. 

I scanned all mailers (for all insurance types) — right from pre-booking and post-booking till the claims phase. I found out we were using four different IDs in our communication:

  • Proposal number

  • Transaction ID

  • Reference ID

  • Policy ID

I discussed with different BU heads to understand the reasoning behind all IDs. The result came out quite interesting:

  • All the teams were clear about the ID name for the person who had bought the policy. Everyone referred to that ID as a "Policy ID". 

  • But the teams were using different ID names for potential buyers — transaction ID, reference ID, or Proposal number.

ID clarity: Mailers came to our rescue

After knowing the major blockers during the customer support calls, we started working on two fronts:

  • Finalizing ID names by bringing all teams together.

  • Nurturing potential buyers/policyholders about the finalized ID names. 

As there were different ID names for a potential buyer, we zeroed in on a single name. We decided to go ahead with these two ID names:

  • Reference ID (for potential buyers)

  • Policy ID (for policyholders)

After fixing the ID names, we thought about nurturing the people with the above IDs. Emailer came at the top of the list for two main reasons:

  • We were already sending mailers to potential buyers and policyholders. 

  • People could easily refer to mails to access their ID. 

  • Considering their criticality, we decided to include ID names just after the salutation in all mailers.

Mail structure for every communication

I standardized and simplified 400+ communication templates. Here are some emailers (click to enlarge) from different business units with existing and new copies:

Car insurance

  • ​Email objective: Asking customers to do the self video inspection of their car

  • Changes: Concise sentences. Clear instruction. Actionable steps. 

Health insurance renewal

  • Email objective: Educating customers on the importance of renewal

  • Changes: Pointing the customers' usual attitude with a question. Explaining the terminologies. 

Two wheeler insurance

  • Email objective: Asking visitors to start from the point where they left.

  • Changes: Highlighting the importance of insurance. Transmitting warmth with a safety tip.

Term insurance

  • Email objective: Asking customers to submit the documents and complete the medical test. 

  • Changes: Making two options (for uploading the documents) clear for prompt action. 

Health insurance

  • Email objective: Guiding customers regarding the medical test

  • Changes: Clear layout. Direct communication. 

Car insurance

  • Email objective: Guiding customers regarding the medical test for health insurance application

  • Changes: Customers want hard copy but soft copy is sufficient. Updated copy clarifies this doubt. 


  • Email objective: Asking customers to submit the video and documents for claim intimation

  • Changes: Copy starts with concern, not regret. Clear messaging on document submission. 

Group Health Insurance

  • Email objective: Guiding visitor on the next step for group health insurance

  • Changes: Simplifying the benefits. Removing needless content. Clear messaging. 

Investment Plan

  • Email objective: Asking customers to set up Auto Pay feature

  • Change s: Stating the benefits upfront. Updating the CTA with an actionable intent.

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