Driving Increased Email Response Rates and Member Site Use via Targeted Campaigns Inbox =...

Driving Increased Email Response Rates and Member Site Use via Targeted Campaigns

Inbox = Opportunity

Tyler Cox

Manager of Consumer Analytics, eBusiness, Regence

© 2012 The Regence Group. Private and Confidential.

2

l Purpose of today’s session

We will :

•Discuss how targeted email campaigns based on consumer behavior and preferences are essential to successfully engaging customers in today's fast-paced world

•Share insights for creating high-performing email programs that rely on customer insights, intelligent segmentation and dynamic messaging

•Review the design and impact of various campaigns

•Share experiences on best practices, learnings, the evolution of email communication, and more…


3

l Email Programs: Newsletter

Wellness Wire Newsletter:•Sent twice a month•Average open rate: 19.7% •Average click rate: 3.8% •Average open-to-click ratio: 19%•Current # of subscribers: 277,407

For the medical, dental and healthcare industry (which we use as a benchmark):Open: 13.76%Click Rate: 2.59%

Newsletter: Open rate, clickthrough rate, open-to-click rate

4

Fitness

Blood Pressure

RecipesPain Management Vision


5

l Email Programs: Promotional Emails

Repeat Visits:•Used to increase use of key areas of the site:

• General Health Assessment

• Treatment Cost Estimator• Provider Reviews• Personal Health Record• Programs

•Intended to drive site traffic and build engagement

Content is customized based on the member’s geographic location

Actual posts (with real icons and user names) are used.


6

l Impact on weekly patient reviews volume


7

l Effectiveness of community focused email promotions


8

l “Save Money” campaign drives member site visits

Weekly visits to featured content:

Site Activity GrowthBenefits 10%Provider Search 15%Treatment Cost Estimator 26%Regence Advantages 100%


9

l Email Programs: Reactivation Emails

Reactivation: Used to encourage inactive users to return to the site

Some best practices we used to increase the performance of these campaigns:•Subject line testing•Day of send optimization•A/B testing of content


10

l Email Programs: Acquisition

Acquisition Emails: Sending emails to members and encouraging them to register on myRegence.com

Pilot Results:•Open rate: 22.35%•Clickthrough rate: 2.63%•Open-to-click rate: 11.76%•Bounce rate: 11.81%


11

l Email Programs: Future Direction

Transactional Emails•In Progress: Reduce costs by ensuring members register to get online claims, reducing the number of paper EOBs mailed to members

•In the Future: • Capture member preferences

to transition to more email and online communications

• Target members more effectively to provide tailored messaging that increases engagement


12

l Email Programs: Measures of Success

Constant measurement of email campaigns drives informed business action:

•Increased email subscribers and strong retention rates

•More active engagement with email: open rates, clickthroughs, click per open

•Increased site traffic, time spent on site, usage of key features

•Improved member experience: personalized messaging, delivered in a timely manner

•Reduction in costs: online vs. paper transactions, member self service vs. customer service costs, etc.


13

l Success stories, learnings and more…

Additional questions to ponder:

•What has worked best for your organization?

•What has been the greatest barrier to implementing a successful email program?

•Do you know what type of information your members want to receive from you?

•What segments of your membership would benefit most from email communication?

•What business processes could benefit by leveraging email?

Driving Increased Email Response Rates and Member Site Use via Targeted Campaigns Inbox =...

Documents

Transcript of Driving Increased Email Response Rates and Member Site Use via Targeted Campaigns Inbox =...