Robert Wood Johnson University Hospital
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Best Email Newsletter
VSP’s Envision newsletter keeps it lively
Engaging articles and a focus on interactivity keep readers coming back to the vision care provider’s emails.
In 2012, VSP Vision Care
’s newsletter Envision
gained 530,000 new subscribers. That’s well beyond the 150,000 the care provider initially hoped would subscribe during the year. In just the first five months of 2013, the newsletter’s on track to do even better. It gained 373,000 new subscribers between January and May.
So what’s the secret? Well, there’s a budget of about $200,000 per year that helps—a lot of that money goes to sweepstakes and contests—but really, it’s all about content. The articles are health-related and engaging (a recent example is “What’s to blame for my under-eye bags?”). The editorial staff interacts with readers, even writing articles based on reader questions. There are games to play and polls to answer.
The newsletter’s array of content and the staff’s willingness to engage make Envision the winner of the Best Email Newsletter category in PR Daily’s 2013 Digital PR Awards.
And that’s not just because more people are subscribing to it. More people are actually reading the newsletter, too. The average open rate was 24 percent in 2012, up more than 6 percent over the previous year. And new subscribers? They’re reading even more. Their average open rate is 35 percent. The open-to-click rate was 14.4 percent, well above the industry benchmark.
Read their newsletter here.
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