• by OMMA Editors , September 12, 2021

The UPMC Health Plan greets new and returning members with an email welcome kid. Launched in January 2021, this campaign was designed to encourage members to avail themselves of all of the program’s benefits. Of 151,000 kits sent to unique members, 5,665 resulted in member account creations. Overall, the campaign pulled a 35% open rate, 5% click-through rate and a 26% click-to-open rate. Women were more engaged with the emails than men, and people in the 18-26 and 56+ age groups showed the highest engagement.