VSP Vision Care - Best Newsletter
Company: VSP Vision Care, Rancho Cordova, CA
Company Description: VSP was been providing access to high- quality, cost-effective eye care to the world since 1955. More than 60 years later, VSP’s vision has evolved into providing world-class products & services to eye care professionals, employers, and more than 88 million members worldwide. VSP members receive access to great eye doctors, and quality eyewear at low out- of- pocket costs.
Nomination Category: Publication Categories
Nomination Sub Category: Best Newsletter
Nomination Title: VSP EnVision E-Newsletter
The date on which this nominated newsletter was first distributed or otherwise made public: August 2010
The VSP EnVision e-newsletter offers information about eye health and wellness, eyewear fashion and technology, exclusive offers and fun sweepstakes to 4.9 million subscribers each month. Our key objective for EnVision is to gain readers through direct marketing, and promote informative and engaging content.
Sent 11 newsletters (+49.1M emails) with an average 26.1% open rate, exceeding the industry average of 19.70%
Gained +875k new subscribers (4.9M total subscribers)
Achieved an average 26.1% open rate (up 16.1% YOY)
Maintained subscriber attention by publishing relevant and engaging content resulting in a 10.6% click-to-open rate and 0.01% unsubscribe rate
Launched a new mobile-responsive design in May 2020.
Promoted engaging content, such as our Ask an Eye Doc series featuring relevant eye health questions answered by doctors. This series generated over 172k clicks and continues to be one of our most popular sections.
Strategically developed top performing diabetes care series—content around the business goal of informing members of the connection of eye exams and diabetes detection, resulting in 71k clicks.
Mid-March our content strategy shifted to include COVID-19 content in EnVision that generated 21k clicks which attributed to the 143k pageviews.
Optionally you may list the creative and production credits for your nominated newsletter - the people who help to bring it to life: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
EnVision Owners:
Editor – Portia Stewart-Senior Communications Specialist, VSP Vision Care
Manager – Deanna Mullen-Manager, Communications, VSP Vision Care
E-mail Production:
Elysha Mayer, Email Marketing Specialist, VSP Global
Donnell De Leon, Email Marketing Specialist, VSP Global
Email Strategy:
Lynn Ritzman, Email Marketing Specialist, VSP Global
Heather Theisen, Email Marketing Supervisor, VSP Global
Art Direction:
Will Peterson, Sr. Creative Specialist, Agency West-VSP Global