Sharp Healthcare’s Email Plays Up Expertise
Your email newsletter should stand out in a crowded email inbox, but how? One way is to start with a gripping subject line.
Mailer Name: Sharp HealthCare
Date Emailed: February 10, 2016
Sharp is a regional healthcare system based in San Diego. It publishes several email newsletters, some of which focus on activities at one of its facilities. Others center their content on a topic, like heart health, or issues related to a specific demographic group.
This email’s hook is right in the subject line: “Tips to Help You Save Someone Having a Heart Attack.” This need-to-know information gives the reader a moment to think about something positive, even heroic. So, once the email opens, there is an immediate payoff. The lifesaving content links from the first paragraph of the brief letter. Next, the second paragraph introduces other stories in the newsletter.
The right rail presents other means to engage the reader. The phone number, website, and social channels of the facility are provided. In addition, a tap on a button enables the patient to search doctors and classes associated with that particular hospital.
Finally, news about an honor accorded to the hospital is placed first. This helps the credibility of the content that comes next. The stories that follow were referenced in the letter at the top. Each includes a longer description and a link.
Give readers at least two ways to access content. First, to save time, use a brief mention, and links. Second, provide more of an explanation or background before they decide whether to click through.