Rx email lifecycle series
Our team created a strategy to improve communication and engagement on prescription (Rx) refills. Previous customer interactions focused solely on refills, causing communication gaps. We took a proactive approach by providing personalized assistance and access to about 30 digital tools for prescription management and savings. The Customer Resource Management (CRM) team identified the best "Next Best Actions" (NBA) for each customer through logic. The strategy included testing three personalized email campaign iterations.
Copywriters: Kat Bremhorst & Hillary Lichtenstein
Based on the results, the company is evolving its email strategy from a broad, transactional approach to a more personalized, customer-centric one.
First iteration
A broad message lives in the main portion of the email, and personalized secondary offers follow. This iteration had good performance, with a 48% open rate and a 2.9% click-through rate (CTR).
Second iteration
Based on the success of the first, the team created more personalized messages, using NBA-specific actions as subject lines and key content. The results showed the need for refinement.
Third iteration
The team focused on testing just one NBA for this version, after extensive brainstorming and research. The goal was to reimagine the messaging and visuals to better resonate with customers while staying true to the original concepts. This 3rd iteration showed positive reactions.
Health Emails
Copywriters: Andrea Bauer, Kat Bremhorst & Hillary Lichtenstein
Copywriters: Andrea Bauer, William Shaw, Hillary Lichtenstein & Areif Sless-Kitain
Photography: Kip Swehla
