As this email shows, content can be a great way to keep consumers informed and engaged.
Mailer Name: Main Line Health
Date Emailed: January 3, 2017
Based in southeastern Pennsylvania, this non-profit health system employs several thousand doctors and other medical personnel. Well Ahead, its weekly email newsletter, provides a dose of articles and information to drive traffic to the network.
The subject line offers the first tease of the content inside. “Six ways to create and keep your resolutions, staying safe during winter workouts, and more” it reads. And, regardless of how that differs each week, the preheader text remains the same, teasing the rest of the newsletter. “Check out what’s happening around Main Line Health,” it says.
The format for each issue is simple. Three stories appear just below the header. Each includes an image, a headline and a one- or two-sentence description that inspire curiosity. Each headline clicks through to the entire article on MLH’s blog. In every case, a tie-in is made to the organization’s extensive physician network.
The next big section is a schedule of upcoming health and lifestyle sessions held by the system. Each listing is simple, including only a title, location, date, and time. Clicking on the title leads to the company website for more information, including how to register.
A minimal amount of copy, reliably delivered, may be all that’s needed to demonstrate credibility with your audience.