National Network of Public Health Institutes
Email Engagement
Email headers for Collaborate (a monthly publication for anyone interested in public health, population health, and the NNPHI network) and The Top 5 (a members-only list of five big stories impacting public health institutes).
Before my tenure at NNPHI, the organization used Constant Contact to communicate with roughly 300 members, weekly. Meanwhile, at irregular intervals, individual staff members used periodic and unscheduled email blasts via Constant Contact and Cvent to support event registration and attendance. NNPHI's website redesign and revamped content strategy presented an opportunity to retool our email engagement strategy to support more regular communication and good email list hygiene.
An audit of 5,996 Constant Contact email addresses revealed only 1,500 valid contacts eligible to receive regular news and information about NNPHI and its public health institutes and regional public health training centers. The yearly budget for all of NNPHI’s email activities is approximately $5,000, which supports the organization’s MailChimp Pro subscription.
Since implementing my revamped approach to email engagement, NNPHI’s Master Contact List has grown to more than 15,000 valid contacts in 2017.
email engagement goals
1. Grow NNPHI’s engagement of prospective partners, funders, and members.
2. Create multiple avenues of user engagement with nnphi.org and NNPHI staff members via regular email communication.
3. Refresh the look and feel of NNPHI email publications.
what i did
1. Audited all Constant Contact and Cvent email lists.
2. Transitioned the organization from Constant Contact to MailChimp Pro and trained six staff members on its use.
3. Developed and launched a monthly email publication (Collaborate) that curates outstanding resources and news items from NNPHI staff members and member institutes.
4. Redesigned and relaunched the organization’s weekly member announcement (The Top 5) and transitioned editorial management of the publication to NNPHI’s Network Engagement Team.
5. Created marketing automations triggered by list activity to encourage audience engagement with specific programmatic initiatives.