CanadaHealthcare Email Marketing Strategy & Lifecycle Automation
We transformed email communication from one-off campaigns into a structured lifecycle marketing system built around audience needs, engagement signals, relevant content, and timely follow-ups.
A healthcare-focused email marketing and lifecycle automation strategy designed to improve audience engagement, deliver more relevant health and wellness communication, and create a structured customer journey across email touchpoints.
Project snapshot
The engagement at a glance
- Client
- TELUS Health
- Industry
- Healthcare / Health Technology & Wellness
- Country
- Canada
- Service
- Email Marketing
- Platform
- Email & lifecycle automation
- Duration
- 6 Months
- Profile
- TELUS Health is a Canadian health technology and wellness company focused on digital health, virtual care, employee health, and wellbeing solutions.
- Team
- 1 Email Strategist, 1 Copywriter, 1 CRM Specialist, 1 Marketing Automation Specialist
The challenge
What was the client's problem?
The challenge was to create a more structured email marketing experience for a healthcare and wellness audience while maintaining clear communication, strong relevance, and a consistent brand experience across different customer journeys.
- 01
Email communication needed stronger audience segmentation and personalization.
- 02
Different audience groups required more relevant healthcare and wellness content.
- 03
Campaigns needed a clearer lifecycle structure instead of relying only on one-time sends.
- 04
Customer journeys required better automation and timely follow-up communication.
- 05
Email content needed to balance educational value with clear calls to action.
- 06
Engagement data needed to be used more effectively for campaign optimization.
- 07
The email experience needed to remain consistent across multiple customer touchpoints.
Objectives we agreed on
- Build a structured healthcare email marketing strategy.
- Improve audience segmentation and email personalization.
- Create lifecycle-based email communication and automated journeys.
- Increase engagement with relevant health and wellness content.
- Strengthen customer communication across key lifecycle stages.
- Improve email campaign consistency and scalability.
- Create a repeatable framework for continuous email marketing optimization.
Our approach
How did we approach it?
A data-informed email marketing framework designed around audience relevance, lifecycle stages, automation, and continuous optimization.
- 1
Email & Audience Audit
Reviewed existing email communication, audience behavior, engagement patterns, campaign performance, and customer touchpoints to identify opportunities for improvement.
- 2
Lifecycle Mapping
Mapped the customer journey from first interaction through engagement, education, conversion, follow-up, and long-term relationship building.
- 3
Segmentation & Personalization
Created audience segments based on customer characteristics, engagement behavior, interests, and lifecycle stage to deliver more relevant communication.
- 4
Content & Copy Strategy
Developed clear, healthcare-focused email messaging designed to educate, build trust, encourage engagement, and guide recipients toward the next relevant action.
- 5
Marketing Automation
Designed automated email journeys for key lifecycle moments, including welcome communication, follow-ups, engagement nurturing, re-engagement, and ongoing customer communication.
- 6
Campaign Testing & Optimization
Tested subject lines, messaging, calls to action, content structure, and send timing to identify opportunities for stronger engagement and campaign efficiency.
- 7
Performance & Continuous Improvement
Used campaign insights and engagement data to refine audience targeting, messaging, automation flows, and future email marketing campaigns.
The solution
What did we build?
What it includes
- Audience segmentation
- Personalized email campaigns
- Lifecycle email marketing
- Welcome email automation
- Customer nurturing journeys
- Re-engagement campaigns
- Email personalization
- Automated follow-up sequences
- Campaign A/B testing
- Performance reporting and optimization
Technology & tools
Only the platforms actually used in this engagement.
- ManyReach
- Email Marketing Automation
- Customer Segmentation
- Lifecycle Marketing
- A/B Testing
- CRM Integration
- Analytics & Reporting
- Marketing Automation
Before vs after
What changed for the business?
From campaign-led email communication to a structured, personalized healthcare lifecycle experience.
Before
- Email communication was primarily dedicated.
- Audience segmentation opportunities were limited.
- Customer journeys lacked a consistent lifecycle structure.
- Follow-up communication depended heavily on manual campaign planning.
- Content relevance varied across audience groups.
- Performance insights were not fully connected to future campaign decisions.
After
- Email communication followed a structured lifecycle strategy.
- Audiences were organized into relevant behavioral and customer segments.
- Automated journeys supported key customer touchpoints.
- Personalized content improved communication relevance.
- Testing created a continuous optimization process.
- Campaign insights informed future email strategy and customer journeys.
250K+ Audience Reach
18+ Email Campaigns
7 Automated Customer Journeys
12+ Audience Segments
29% Average Open Rate
4.8% Average Click-Through Rate
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Global reach
Our Presence
Serving clients across 12 countries comparable projects delivered for clients in multiple markets.
India- USA
- Australia
UAE- Canada
- UK
Germany
France
Netherlands
Sweden
Singapore
Nigeria
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