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

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Driving Increased Email Response Rates and Member
Site Use via Targeted Campaigns
Inbox Opportunity
Tyler Cox Manager of Consumer Analytics,
eBusiness, Regence
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l Purpose of todays 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

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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
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Newsletter Open rate, clickthrough rate,
open-to-click rate
Blood Pressure
Fitness
Pain Management
Recipes
Vision
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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

Actual posts (with real icons and user names) are
used.
Content is customized based on the members
geographic location
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l Impact on weekly patient reviews volume
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l Effectiveness of community focused email
promotions
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l Save Money campaign drives member site visits

• Weekly visits to featured content

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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

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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

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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

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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.

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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?