Having engaged customers that want to re-enroll in benefit products is the holy grail of 2017 for benefit providers. Engaged customers tend to spend more long-term and are more affordable to keep than acquiring new customers. We’ve reviewed some benefit engagement campaigns that have been done and created our top 3 techniques that will screw up a benefits or member engagement campaign.
1. NOT DOING ONE
Unfortunately, this seems to be the most common problem we see when it comes to engaging customers. Many benefit providers invest aggressively in acquiring new customers and accounts, but don’t have a strategy for getting these customers to re-enroll at the end of the plan term. Considering the high cost to acquire customers, in some industries first year customer premiums do not cover the cost of acquisition. Gaining member lifetime value hinges on keeping each customer engaged and re-enrolling year after year. The best way to screw up a benefits engagement campaign is to pretend that your company doesn’t need one
2. BEING BORING
The average benefits customer receives over 80 emails per day and will be exposed to as many as 5,000 ads per day. In order for any benefit communications to reach your customers, the content has to be interesting and targeted. Simply sending out a quarterly company newsletter or an auto-generated reminder email are not engaging to a consumer. Engagement campaigns are meant to start a relationship between a provider and their customers. No one wants to be in a generic and boring relationship.
Focus on what types of content that your target audience is interested in and strategize from there. If they are into pages and pages of text with complex, industry-specific jargon, by all means, use that. If they are like most every other consumer we’ve researched, consider something else. Anything else.3. BEING TOO SALESY
No one likes getting invited to a party to find out it’s a not-so-subtle attempt by your neighbor to get you to buy a timeshare. Don’t bait and switch your customers by promising engaging content but giving a self-centered sales pitch. Be genuine and provide content that benefits your customers. Engagement content can mention the value of the product that you sell. Just make sure to focus on the benefits to the customer in their current situation. When building a relationship with your customers, remember it’s all about them and less about you. It’s difficult to build relationships when one side keeps forcing a timeshare into every conversation.
HOW TO NOT SCREW UP A BENEFIT ENGAGEMENT CAMPAIGN
Now that we’ve mentioned some of the worst trends we’ve seen in engagement, let's talk about best practices to really rock your engagement campaigns. We created a guide on why engagement is vital for your business and how to properly implement an engagement strategy. Download this Orange Paper today titled, “Don’t Leave Money on the Table: Engage your Customers the Right Way.”