When it comes to email newsletters, VSP (Vision Service Plan) has perfected the formula, leading VSP’s EnVision newsletter to take first place in the “Email Marketing Campaign” category in PR Daily’s 2017 Digital PR & Social Media Awards.
VSP constantly innovates to keep people opening and reading its newsletter. In 2016 the team added a refreshed look and feel to the newsletter, featuring a “hero” image under the banner representing VSP customers. In addition to the monthly editions of the bulletin, the team rolled out six “extra” editions, with content targeting specific segments of the VSP audience base.
VSP set some lofty goals for the year, including adding 120,000 new subscribers. They exceeded this goal with ease, adding 928,000 new subscribers to the 3 million plus who already receive the publication. VSP also racked up eye-popping open and click-thru rates (26.5 percent and 20 percent respectively). Open and click-thru rates were similar for the six “extra” editions. The unsubscribe rate is equally amazing: a mere 0.31 percent, which sounds more like a rounding error. The monthly “Reader of the Month” feature alone drove 10,000 visits to the VSP website.
These results are the outcome of some serious strategic planning and the use of eye-catching elements like infographics, polls, links to rebates, sweepstakes and reader-inspired stories. If you’re looking for a model for an email newsletter, put VSP’s EnVision at the top of your list.
Congratulations to VSP’s Deanna Mullen and Alicia Allen