The Welcome Email is one of the first touch-points for members at the start of their plan year. In 2017, we had 25 variations of the email. Which meant we also had a spreadsheet that showed the differences between each message.
Just imagine, there are more variations for 2018.
If you were a new member, we sent this email almost exclusively to help you activate your account — meaning our objective was mostly to get you to mash the big red button. Any other info you pulled from the email was a bonus. Our engagement on this email was the highest of any message we sent in 2017, and was up from the numbers in 2016. More people getting access to a better benefits experience—yay!
Below, I pulled out a few emails to showcase some of the work we did.
This message was for new members, who hadn't used us before. Quinn is the name we ascribe to all mocks, not a real person in our system.
Returning members who are already registered? They got a slightly different message, reminding them who we are and promoting our app.
As a test, some clients got Open Enrollment reminder emails to see if it upped engagement on our Open Enrollment site.
One mega complex case is new members who have an existing HSA, and are transferring to our HSA provider. HSAs work best when they are consolidated, so we wanted to give members the info they needed to decide how to combine their existing HSA with ours.
Emails not shown here include confirmations and registration success. They're nothing fancy, just on-brand loop-closing for the member.