Email Marketing

The problem.

Included Health needed a scalable way to drive engagement among their eligible members, as well as among dependents.

Members weren’t always familiar with Included Health and what the company provided, so meeting them at opportune moments for engagement was key.

These moments could also be deeply personal and vulnerable, so striking the right tone was a must.

The solution.

I developed the messaging and strategy for 20+ unique claims-triggered campaigns that targeted members dealing with specific life moments or healthcare concerns. From cancer to starting a family, these email journeys were connect with members during specific moments to drive registration and engagement. This system was adopted by over 150 enterprise clients and would reach over 10+ million annual sends.

Email examples

These are just a few of the hundreds of emails the system encompassed.

This system would become the primary driver of engagement for Included Health. It resulted in standard open rates of over 50%, click rates over 5%, and service starts of over 6%, all far above industry standards.