A top U.S. health systems community partnered with Etumos to tackle email delivery issues and enhance their subscriber experience. Through optimized email templates, streamlined processes, and improved unsubscribe functionality, Etumos helped boost delivery and create a more reliable, user-friendly email strategy.
Client Snapshot
- Industry: Premier membership-based community of decision makers from top U.S. health systems, offering exclusive access to data, insights, and content.
- Company Size: 200 employees
- Tech Stack: Marketo Engage, SendGrid, Asana
Challenges
- Subscriber Clarity: Recipients were auto-subscribed by their employers without individual opt-in, causing confusion and frustration. Many continued to receive emails despite unsubscribing, with no way to manage their preferences, leading to a poor user experience and reduced engagement.
- Delivery Issues: A significant drop in email delivery hindered the organization’s ability to fulfill contractual obligations for customer newsletters.
- Unsubscribe Failures: Due to an unusual set-up, recipients were unable to unsubscribe effectively, leading to frustration, with some individuals attempting to unsubscribe over 20 times without success.
The Etumos Approach
Etumos partnered with the Client’s marketing operations, marketing, and IT teams over three months to assess and improve data management, audience targeting, segmentation, and email content. The engagement included a system audit, project roadmap and implementation of key initiatives.
Services Provided
- Data & Segmentation Audit
- Email & Account Performance Audit
- Email Template Analysis & Testing
- Preference Center & Tracking Audit
- Campaign Production Process
- Email Template Enhancements
- Program Template Implementation
Approach
Email Template Enhancements: Optimized templates with best practices such as secure URLs, ALT tags for images, standardized footers, and structured HTML to improve accessibility, tracking, and inbox placement.
Campaign Production Process Improvements: Created standardized newsletter templates including target audience lists, implemented a templated build process, and introduced a QA checklist to ensure consistency and minimize errors.
Unsubscribe Program Update: Revamped the unsubscribe process for accurate record updates and reliable reporting.
Established Reporting Library: Set up reporting for continuous monitoring, ensuring early detection of email performance or deliverability issues.
Results
Impact
- Improved email delivery by 5% over a 3 month period by refining email template structure and eliminating SPAM-like elements.
- Enhanced customer experience and reporting accuracy by ensuring effective unsubscribe functionality.
- Established consistent email development processes through Marketo Program Templates and a QA checklist, resulting in reliable, error-free campaign launches.
