Skip to main content

How to bring an AI healthcare app to life over email

  • Creativity
  • Technology
  • Email

Babylon Health’s app combines AI and doctors to offer assessments and remote appointments. They needed to drive engagement, so we used AMP technology to create interactive experiences inside their emails.

This award-winning campaign boosted engagement and click throughs, even more impressive, it increased the number of people completing health checks. Improving health outcomes for their 2.6 million users, in a fresh way.

CHALLENGE

Can an email make you healthier?

Babylon Health’s 2.6 million registered users rarely used the app unless they were sick. The team wanted to encourage people to get and stay healthy. 


Their newest feature – the health check – gave users a comprehensive lifestyle evaluation and created a "digital twin" 3D model to highlight how they could improve their health.  They needed to showcase it, and drive engagement. 

SOLUTION

Creating truly interactive emails

AMP (Accelerated Mobile Pages) for Email is a way to code emails that makes them interactive and behave more like an app. Using this tech, we embedded the health check directly within the inbox, for a seamless experience. 


Clear calls to action pushed users to explore the app’s features. We created three email versions (CSS coded, AMP, and non-interactive) to suit each patient’s email provider. It was a highly engaging way to highlight the advanced functionality of the health check.

Solution-2

Thinking interaction-first forces you to think much more visually than normal because you are trying to make the interactive elements front and centre.

Catherine Allen Associate Director of CRM at Babylon Heath
RESULTS

Interaction got people to check their health

The key to an effective email is using technology to bring something valuable to an inbox. Which is why this campaign achieved a 20% increase in email engagement, 56% more click-throughs from interactive emails compared to standard ones, and a 20% rise in people completing health checks. 
Babylon Health’s Associate Director was so impressed by the results she had to get her team to recheck them. This innovative use of AMP for Email significantly boosted user interaction and set a new standard for future campaigns.

Result

The
impact

  • +56%increase in click-through rate
  • +20%completed Healthcheck questionnaires

Explore more

  • TurboTax case study
    TurboTax

    Reimagining how customers track tax progress

    Explore now
  • Jagex case study
    Jagex

    Bringing Grid Master to life through CRM

    Explore now
  • National Theatre case study
    National Theatre

    Reducing churn by connecting theatre to its fans

    Explore now
  • Skylight case study
    Skylight

    A social spark: igniting engagement for Skylight

    Explore now
  • BBC Studios case study
    BBC Studios

    Digging deep into interactive email excellence

    Explore now
  • Client name case study
    Client name

    Case study title goes here

    Explore now