Automating account invitation emails

Based on preliminary data, we hypothesized that automatically sending an account invitation email would boost the percentage of members who onboarded to Wellframe. We crafted a test to validate this in which we required staff to enter the member’s email address on the Dashboard Invite Member form.

We conducted a before/after test with all Dashboard users at a large customer with ~450 staff spanning both Commercial and Medicare populations. We compared onboarding metrics from staff using the legacy Invite Member form where email is not a required field to metrics where staff used a new version of the Invite Member form where email is a required field. Members invited to Wellframe during the test period received the account invitation email in addition to the standard SMS invitational message. Our control ran for the 5 weeks leading up to April 20, and our test ran for 5 weeks after.

During the test window, the overall onboarding conversion rate increased from 49% to 53%. For staff focused on the Commercial population, the rate rose from 50% to 54%. For staff focused on the Medicare population, the rate rose from 39% to 49%! We saw a small decrease in the total number of members invited, but a statistically significant increase in the number of members who actually onboarded.

Initially we received questions from staff on how to handle different scenarios (e.g., “What is the email address used for?”) which we addressed quickly through an FAQ document. Overall, staff were on board with the change once they understood that members are already required to provide an email address to create a Wellframe account. We also discovered that the customer we partnered with had email addresses on file for approximately half of their members, which streamlined staff workflows and helped build trust on member calls.

The customer who ran this test opted to keep the email field required at the end of the test window. We have continued to track the onboarding conversion rate following the April 20 launch – since then, the weekly average has hovered around 51% (52% for Commercial, 45% for Medicare). For a customer of this size, even a 1% increase in the rate can mean upwards of 1,000 more members onboarding onto the Wellframe mobile app without increasing the number invited.

The Product team is looking for other customer(s) who would be interested in running a similar test. We are also in the process of redesigning the Invite Member form and are using these data to inform how we treat the email field. We are also improving our training resources and documentation to educate care teams on how Wellframe uses email address to convert more members to digital.