“Knowledge Marketing provides Health Plan One with all the tools necessary to support our complicated email campaigns, but what has really made a difference with Knowledge Marketing is the company’s dedication to customer service. Any issue that arises with our email campaigns is quickly addressed and solved by Knowledge Marketing’s helpful client service support representatives.” – Cathleen Ryan – Health Plan One
Challenge
Health Plan One (HPO), a health insurance agency, previously used a basic email tool to promote their individual health insurance and family health insurance plans, as well as Medicare Advantage Plans and Supplements. Their previous solution did not offer dedicated IP addresses, therefore making it difficult to track email deliverability and raising uncertainty with regards to their sender reputation. Their previous solution also did not offer any email automation tools to maximize campaign efficiencies. They were unable to track opens and click-through rates, which made campaign sucess questionable. As well, they were seeking superior customer service and assistance with adherence to best practices and standards for email ROI.
Solution
Health Plan One turned to Knowledge Marketing to leverage the power of the ECN platform. They wanted to deliver high performing campaigns via triggered email programs, coupled with lead nurturing tactics. Recognizing their need for a high-touch, low-resource way to foster better one-to-one relations with their prospects, the Knowledge Marketing team took a proactive approach in advising Health Plan One. Using segmentation and smart forms in their email marketing strategy, Health Plan One was able to deliver highly relevant and engaging communications to their customers, increasing their campaign performance.
Results
Health Plan One found the ECN platform intuitive and user-friendly, and experienced exceptional customer service and support form the Knowledge Marketing team. Using ECN, they could now:
- Automate programs with triggered campaign functionality
- Increase campaign relevance using dynamic content
- “Set it and forget it” to optimize marketing output
- Nurture leads and enable sales with welcome series campaigns
- Analyze program effectiveness with intuitive reporting data
- Ability to test subject lines and email content for increased response
Wtih their previous vendor they had spam and deliverability issues; with Knowledge Marketing they now manage a deliverability rate of nearly 95% to 100%. They have detailed ISP Feedback Loop reports and detailed Bounce Reports. With automated follow up, they now are able to send segmented emails with open rates that exceed 26%.
