Client
Healia Health (Backed by YC)
Projects Timeline
2022-2023
Services
Email Deliverability Consulting
1
Client Background
Helia Health is a Y Combinator-backed healthcare & insurance technology company that provides innovative benefits solutions for employers. Healia focuses on reducing healthcare costs for both employers and employees through its Total Care Option (TCO), which covers out-of-pocket expenses and premiums for family members enrolled in a spouse’s plan.
They also offer plan selection technology to help employees choose the most suitable health plan and provide benchmarking and analysis tools for employers to optimize their benefits packages. 1 Healia aims to simplify healthcare benefits, reduce stress, and improve recruitment and retention.
2
Challenge Faced
Healia health dealt with 2 important deadlines:
Tight Deadlines
Companies in the US completed open enrollment within two months before winter. The other problem was the registration was finalized at different months for different companies nationwide.
Channel Market Fit
Most companies didn’t decide on healthcare enrollment over email and weren’t in office throughout the year. Hence, the availability was a huge challenge.
Confusion with brokers
The biggest challenge was communicating that we worked alongside health insurance brokers, as most people replied that they already had a broker.
3
Solution Provided
The inboxpirates consulting team quickly found out deliverability issues because the current cold emails were being delivered using Hubspot which came with a number of issues:
- HTML Based Emails
- Images & Links in the first cold email
The goal was to create a cold email deliverability infrastructure to land emails in inbox as soon as possible.
4
Implementation Process
Here’s a concise glimpse into our project journey. Despite various challenges, we successfully aligned with the client’s vision, navigating through the intricacies to deliver results. Below, discover the step-by-step process we undertook to meet and exceed client expectations.
1
Rootcause Analysis
We identified the main deliverability issues—images and links—rewrote campaigns, and integrated them across 19+ inboxes, sending 1,000+ emails daily.
2
Ideal Customer Persona Ideation
We targeted two groups: Financial Decision-Makers (CEOs, CFOs, Risk Officers) focused on cost-cutting and HR Leaders (HR VPs, Directors, Managers) improving healthcare for the 23% who opt out.
3
Development Process
Implemented the app using cutting-edge technologies, ensuring scalability and responsiveness.
4
Testing
Conducted rigorous inbox placement tests to identify and rectify any potential issues.
5
Launch
Successfully launched the email campaign to 20,000+ ideal customers in 1 month.
5
Results and Outcomes
- 80%+ inbox placement rate, ensuring high deliverability and visibility.
- Email reply rate increased from 0.05% to 3%, dramatically improving engagement.
- Added a meeting with Brown & Brown, a NASDAQ listed Insurance Provider to the pipeline, validating our outreach strategy.
6
Conclusions
While we fixed several deliverability within a small period for Healia Health- Email might not be an excellent channel for products or services typically purchased using vendors in door-to-door or referral sales.