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Direct Mail Automation
What is Direct Mail Automation?

Transform manual, repetitive direct mail processes to accelerate
time to value and reduce costs.

Calculate Direct Mail ROI

Use the ROI Calculator to reveal if you’re leaving revenue on the table.

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The Lob Platform
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Transform direct mail into intelligent mail: connected, personalized, and
measurable

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at every scale

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Drive Retention & Reactivation Success Using Intelligent Direct Mail
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“


OUR GOAL IS TO ENSURE THAT WE’RE REACHING THE RIGHT PEOPLE WITH THE RIGHT
MESSAGE AT THE RIGHT TIME, AND INTELLIGENT DIRECT MAIL DOES JUST THAT.


”

Brian Bojan
Senior Marketing Manager


 * COMPANY
   
   Included Health

 * INDUSTRY
   
   Healthcare

 * WEBSITE
   
   https://includedhealth.com/

 * PDF
   
   Download now ->

 * WEBSITE
   
   https://includedhealth.com/


IN GOOD SHAPE: INCLUDED HEALTH USES DIRECT MAIL TO ACTIVATE 45% OF ACCOUNTS

Included Health is a healthcare company that provides comprehensive, primary,
urgent, and behavioral healthcare services. Included Health knows that
high-quality healthcare shouldn’t be exclusive or expensive and should include
everything people need to be healthy.


THE CHALLENGE


AWARENESS AND ACQUISITION  

Included Healthcare needed a surefire way to reach prospective members and make
them aware of their available services and healthcare providers. Unfortunately,
about 20% of its members don’t have email addresses. 

But, they do have physical addresses.

Included Health looked for a partner in the direct mail space so it could reach
its members and prospective members at home. The healthcare company also needed
a solution to automate its mailings and scale based on member data and triggers
for particular services or healthcare campaigns without recreating the wheel
each time. Included Health’s pain points could be addressed with a prescription
for Lob. 


THE SOLUTION


INTELLIGENT DIRECT MAIL IMPROVES THE HEALTH OF MARKETING PERFORMANCE

The process started with an initial check-up of Included Health’s marketing
workflows and technology stack. Then, direct mail campaigns were automated,
using Lob, based on triggers in the CRM system, such as a member starting a new
job, moving, or a follow-up after a visit to a clinic or healthcare facility.

The results got Included Health’s heart pumping. The average activation rate was
nearly 3% (2.87) across multiple direct mail campaigns compared to 2% for email.
This result is especially notable due to the fact that customers only get one
letter in the program but multiple emails. Another bonus of direct mail? High
engagement! Included Health saw an average engagement rate of 6.5% from the
direct mail letters it sends. 

> “Direct mail has a higher engagement rate as we can reach people at home,”
> says Brian Bojan, Senior Marketing Manager at Included Health. “Direct mail is
> a high-performing channel within our Targeted Outreach Program – with 45% of
> account activations attributed to these mailings.”


A PIECE OF DIRECT MAIL A DAY GIVES THE PATIENT A SAY (IN THEIR HEALTHCARE) 

Using specific triggers allows Included Health to send highly-personalized and
HIPAA-compliant mailings to their members. 

“Our goal is to ensure that we’re reaching the right people with the right
message at the right time, and intelligent direct mail does just that,” says
Bojan. 

Direct mail isn’t the only marketing channel Included Health utilizes for member
acquisition. Bojan tells us, “Direct mail and email are the bread and butter of
our targeted outreach program.” Thanks to Included Health’s effort to A/B test
email, they’ve found what works for copy and personalization and translated that
to their direct mailpieces, specifically letters which have outperformed
postcards in prior direct mail A/B testing. 

45% of consumers surveyed in the State of Direct Mail Consumer Insights say they
prefer letters from healthcare providers, compared to 30% that prefer postcards.
It’s no surprise that Included Health sees similar results with an increase in
activations through letters compared to postcards. 


DIRECT MAIL: A HEALTHY INVESTMENT

Beyond tracking activation and engagement rates, Included Health closely tracks
its Cost Per Acquisition (CPA). With a CPA of $22 per letter, Included Health
has a healthy ROI on its direct mail marketing. Recent research by Wordstream
found that in the healthcare industry, the average CPA for paid search is $78.
Not only can direct mail be more cost-effective, but it’s also more relevant and
personalized to the recipient. 

> "We assign a unique identifier to every individual in our database regarding
> direct mail attribution and tracking. When we look at the reports and see that
> a person received a letter and if they do something within the three-week
> attribution window, it's attributed to the letter because that's the only
> marketing piece they received.”

Measuring ROI on direct mail is easy for Included Health due to fixed costs.
Lob’s upfront and transparent pricing was another reason Included Health chose
Lob for its direct mail marketing.


THE FUTURE

Included Health has plenty of skills in sending high-performing acquisition and
awareness direct mail campaigns but wants to laser-focus on personalization and
testing. Bojan explains that some upcoming A/B tests could include different
mailpiece form factors, adding QR codes, or even more envelope personalization
to increase opens and activations.

Included Health is excellent at holistic healthcare, and it's also looking at
more opportunities to have a holistic marketing approach by using digital
marketing triggers for its direct mail efforts. 

> “This targeted program is something that we’re continuing to build around and
> invest in. The automation aspect of Lob is huge. It’s easy to manage our
> evergreen direct mail campaigns and know that they’re always on. And we’re
> happy with what we’re seeing and trying to continue to scale and grow it.”

Included Health found a healthy balance for their marketing efforts by including
direct mail. Check out its campaign on our Best Direct Mail Campaigns page and
see what a healthy dose of direct mail can do for your business. Request a demo
with Lob.


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READY TO GET STARTED?

Contact us for a personalized demo.
Get a Demo

Award-winning intelligent direct mail


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 * Product Overview
 * What is Direct Mail
   Automation?
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Product
 * Product Overview
 * What is Direct Mail Automation?
 * Address Verification
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 * Product Updates
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 * Pricing

DEVELOPERS

 * Overview
 * Quickstart Guides
 * API Documentation
 * SDK and Tools

SUPPORT

 * Help Center
 * FAQs
 * Premium Support
 * Contact Us
 * API Status
 * Privacy
 * Terms of Service

RESOURCES

 * Research & Reports
 * Case Studies
 * Blog
 * Events & Webinars
 * Template Gallery
 * ROI Calculator

SOLUTIONS

 * Marketers
 * Direct Mail Operators

PARTNERS

 * Partner Program
 * Technology Partners
 * Print Partners

COMPANY

 * About Us
 * Careers
 * Lob.org

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