Utilizing Email Marketing to Promote Public Health Events, Initiatives, and Services
Abstract
Email marketing can be an effective tool for promoting public health events, initiatives, and services to community members; thereby increasing visibility of local efforts and community partnerships. To implement a successful email marketing campaign, marketers must find strategies to create, maintain, and grow an email subscriber list while simultaneously providing useful content to maximize “open rates” and “click-through-rates”. Macon-Bibb County Health Department (MBCHD) marketing office has utilized the patient sign-in kiosk to inquire about newsletter interest and offers the option to subscribe. Significant growth in the subscriber count was realized when the mailing list was paired with a proactive subscriber enrollment tool. This has led to over 1,000 subscribers in eight weeks’ time. The introduction of this method of direct marketing to those who have presented for a service at our facility provides the opportunity to promote an array of public health information, such as event details, new services, seasonal vaccinations, and other resources with a high degree of confidence that the subscribers would be interested in the content. MBCHD used the Mailchimp email marketing platform to store the subscriber list which eliminates the need to maintain and clean large files of email addresses. Additionally, Mailchimp provides useful data from each campaign, including, but not limited to open rates, click-through rates, and customer engagement ratings. This information directs our focus to high-performing content, which is replicated in future newsletter iterations. Low-performing content is revised for a future newsletter if timing allows.
Keywords
Email Marketing, Communications, Digital Tools
Conflict of Interest Form
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Utilizing Email Marketing to Promote Public Health Events, Initiatives, and Services
Email marketing can be an effective tool for promoting public health events, initiatives, and services to community members; thereby increasing visibility of local efforts and community partnerships. To implement a successful email marketing campaign, marketers must find strategies to create, maintain, and grow an email subscriber list while simultaneously providing useful content to maximize “open rates” and “click-through-rates”. Macon-Bibb County Health Department (MBCHD) marketing office has utilized the patient sign-in kiosk to inquire about newsletter interest and offers the option to subscribe. Significant growth in the subscriber count was realized when the mailing list was paired with a proactive subscriber enrollment tool. This has led to over 1,000 subscribers in eight weeks’ time. The introduction of this method of direct marketing to those who have presented for a service at our facility provides the opportunity to promote an array of public health information, such as event details, new services, seasonal vaccinations, and other resources with a high degree of confidence that the subscribers would be interested in the content. MBCHD used the Mailchimp email marketing platform to store the subscriber list which eliminates the need to maintain and clean large files of email addresses. Additionally, Mailchimp provides useful data from each campaign, including, but not limited to open rates, click-through rates, and customer engagement ratings. This information directs our focus to high-performing content, which is replicated in future newsletter iterations. Low-performing content is revised for a future newsletter if timing allows.
