Company: VSP Vision Care, Rancho Cordova, CA
Company Description: VSP Vision Care is the largest national not-for-profit vision benefits and services company. Partnering with a network of over 32,000 network providers and 75 million members worldwide, our focus is connecting members to providers and creating opportunities for providers to prosper.
Nomination Category: Publication Categories
Nomination Sub Category: Best Newsletter or House Organ/Publication - Online/Electronic

Nomination Title: VSP EnVision Digital Newsletter

The date on which this nominated material was first distributed or otherwise made public: February 9, 2014

Briefly describe this entry’s communications objectives and how it met those objectives (up to 125 words):

The monthly VSP EnVision e-newsletter informs 3M subscribers about eye health and wellness, exclusive rebates, sweepstakes, and eyewear fashion and technology. Our key objective is to gain/engage/retain readers through monthly newsletters, reactivation and 1:1 campaigns, and promotes shareable/searchable content. We exceeded our goals by:   

o Sending +32.5M emails with a 28.2% open rate and 27.6% CTO rate (+1% YOY, 10% over industry open rate benchmark).    
o Launching 2 personalized emails in Q4, garnering a 50% open rate and 51% CTO rate.   
o Generating +9K social shares, resulting in +16K clicks (183% viral lift).   
o Adding +625K subscribers (430% over goal), with low unsubscribe rates (0.28%)   
o Implementing SEO on microsite in Q4 2014 (preliminary results show an 862% increase in organic traffic for Q1 2015.
 

List the appropriate creative and production credits for this entry: 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:

Product Owner/Editor – Deanna Mullen, VSP Vision Care/Rancho Cordova, CA
Manager/Editor – Kathy Limon, VSP Vision Care/Rancho Cordova, CA
Email Production – Yesmail Interactive/San Francisco, CA
Website Design – Fifth Room Creative/New Jersey, VSP Vision Care/Rancho Cordova, CA