Dalla-Palu, Alice, MPA, CTTS-M, CAC

Fignar, Jeanne, AAS

Frack, Edward, BA

English

Lehigh Valley Health Network: LVHN Scholarly Works

Lehigh Valley Health NetworkLVHN Scholarly WorksDepartment of Emergency MedicineReaching Smokers Via Email Blasts - Cost EffectiveBlast to the FutureAlice Dalla-Palu MPA, CTTS-M, CACLehigh Valley Health Network, Alice.DallaPalu@lvhn.orgJeanne Fignar AASLehigh Valley Health Network, Jeanne.Fignar@lvhn.orgEdward Frack BAKlunk & Millan AdverstisingFollow this and additional works at: http://scholarlyworks.lvhn.org/emergency-medicinePart of the Emergency Medicine Commons, Marketing Commons, and the Substance Abuse andAddiction CommonsThis Poster is brought to you for free and open access by LVHN Scholarly Works. It has been accepted for inclusion in LVHN Scholarly Works by anauthorized administrator. For more information, please contact LibraryServices@lvhn.org.Published In/Presented AtDalla-Palu, A., Fignar, J., & Frack, E. (2012). Reaching smokers via email blasts - cost effective blast of the future.0200400600800100012001400Web Hits Mar. 2010-2011 vs. 2011-20123/10 - 3 /113 /11 - 3 /120%10%20%30%40%50%60%70%80%New Visitors to Web SiteNo Blast VS Blast1Tobacco Free Northeast PA and Lehigh Valley Health Network, Allentown, PA; 2Klunk&Millan Advertising, Breiningsville, PAReaching Smokers Via Email Blasts - Cost Effective Blast to the FutureAlice Dalla Palu, MPA, CTTS-M, CAADC1; Jeanne Fignar, AAS1, Edward Frack, BA2BackgroundReaching target audiences for smoking cessation has become increasingly challenging due to budget reductions. However, using new media outreach opportunities can be more affordable and reach desired populations with direct messaging which may motivate them to seek access to cessation services. Tobacco Free Northeast PA (TFNE) contracted with a local media firm, Klunk & Millan to purchase an email list of smokers residing in the Northeast Health District of Pennsylvania. These smokers “opted in” to the list. Out of 200,000 smokers on the list, we were able to reach 40,000 on average with each email blast reaching a different audience. The cost per blast was $2,800 (including creative) or about 7 cents per email. MethodsAds were designed to appeal to young adult smokers (age 18-34) and adult smokers (35-54) and issued in rotating months. Each creative email had a different theme. The project was measured by the number in the blast, the opened emails, percent who opened, clicks to our website, www.tobaccofreene.com, percent of clicks to the site vs. opened, total of web hits that month, percent of web hits caused by clicks in the email blast, and new website visitors.Confounding factors: the first email blast occurred during the first Pennsylvania Department of Health Quitline free NRT giveaway in March 2011. This also caused many residents in the Northeast to visit our website for information so there is an abnormally high number of web hits for that month, March 2011.*  Tobacco Free Northeast PA at Burn Prevention Network is funded by a grant from the Pennsylvania Department of Health Tobacco Prevention and Control Program to provide tobacco services in the Northeast Health District. Our Mission is to improve the quality of life in our communities by reducing tobacco use -- serving the counties of Carbon, Lackawanna, Lehigh, Luzerne, Monroe, Northampton, Pike, Susquehanna, Wayne and Wyoming.ResultsAs the ads became more powerfully directed to a segment of the population, we realized increased activity in clicks and website traffic. At each blast, web hits doubled or tripled in volume and increasingly became a higher percentage of web traffic. Our cessation providers saw a 44% increase in tobacco client enrollment in FY 2012, in part due to this low cost and direct marketing strategy.The New Year Email Blast 2012 Quit Smoking Email BlasyMarch 2011Make Today Your Day Email BlastOctober 2011 Can You Do It For Me Email BlastNovember 2011Web HitsMarch 2010-2011 vs. 2011-2012New Visitors to Web SiteNo Blast vs. Blast

Reaching Smokers Via Email Blasts - Cost Effective Blast to the Future

https://scholarlyworks.lvhn.org/cgi/viewcontent.cgi?article=1211&context=emergency-medicine

Reaching Smokers Via Email Blasts - Cost Effective Blast to the Future

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