HealthEast Care System is the largest healthcare provider in the Minneapolis-St. Paul East Metro area. HealthEast needed a vehicle to kick off a new women's membership program called Seasons of a Woman (SOAW). SOAW's mission is to provide valuable health information to women of all ages through each of their life stages while directing them to services found in the HealthEast Care System.
HealthEast hired BlueSpire Strategic Marketing to design an email marketing campaign to promote SOAW. The e-publication features five health articles – one of which is always exercise-related and another which focuses on nutrition information. Design direction included soft visual elements and pastel colors, and inclusion of the SOAW logo. Visual diversity (age, ethnicity, etc.) is important. The publication is emailed exclusively to members.
HealthEast's email publication takes advantage of BlueSpire’s share-to-social email feature. This feature allows readers to quickly share content from HealthEast's publication via Twitter. BlueSpire has worked with HealthEast on three major print publications for its hospitals' communities and also designs and sends another e-publication – Clinics Compass – for the clinics in the HealthEast Care System.
The first issue of Seasons of a Woman was delivered in July 2009 and the early results were impressive with a 100% delivery rate. SOAW continued its initial success with the Summer 2011 issue showing a unique open rate of 37.5% and unique click-through rate (CTR) of 21.1%.
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