VSP Vision Care, Rancho Cordova, CA: VSP EnVision 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 Newsletter

The date on which this nominated newsletter was first distributed or otherwise made public:

August 2010
Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):
Total 200 words used.

The VSP EnVision digital newsletter is designed to inform, entertain, and retain our 5.3 million subscribers about their vision benefits, how to maximize their benefits, and eye health topics monthly. EnVision readers are VSP members and general consumers. The key objective for EnVision is to engage readers on a personalized level.
- Delivered 50M newsletters
- Gained +402k new subscribers (5.3M total monthly subscribers)
- Launched new General Non-Member audience segment, totaling 3 segments— General Members, Federal Members, and General Non-Members, which contributed to our personalization goal
- Achieved an average 24.8% open rate exceeding the industry average of 23.4%
  - General Member Version Open Rate 23%
  - General Non-Member Version Open Rate 26%
  - Federal Member Version 23%
- Maintained subscriber attention by publishing personalized content resulting in a 10.2% click-to-open rate and 0.02% unsubscribe rate
- Conducted several pre-header tests resulting in 7%-18% open rate increase
- Executed use of Send-Time-Optimization AI technology to 20% of the General Member segment. Open rates remain steady.
- 318k clicks to health-focused content, contributing to our health-focused communications strategy
- Sent personalized content in hero placement (see Sept 2021 pdf) and navigation that resulted in 29k clicks and 298 total conversion to vspdirect.com (98% increase YOY)
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:

Contributing Staff Members

Content Strategy:

Editor – Portia Stewart-Senior Communications Specialist, VSP Vision Care, portia.stewart@vsp.com

Manager – Deanna Mullen-Manager, Communications, VSP Vision Care, deanna.mullen@vsp.com

Art Direction:

Will Peterson, Sr. Creative Specialist, Agency West-VSP Global, william.peterson@vsp.com

E-mail Production:

Donnell De Leon, Email Marketing Specialist, VSP Global donnell.deleon@vsp.com

Georgia Nicholson, Email Marketing Specialist, VSP Global georgia.nicholson@vsp.com

Email Strategy:

Lynn Ritzman, Email Marketing Specialist, VSP Global, lynn.ritzman@vsp.com

Tamara Olivera, Automation Manager, VSP Vision Care, tamaol@vsp.com

Kayla Munn, Sr. Automation Specialist, VSP Vision Care, kayla.munn@vsp.com

Herpreet Sahota, Sr. Automation Specialist, VSP Vision Care, herpreet.sahota@vsp.com

Heather Theisen, Email Marketing Supervisor, VSP Global heather.theisen@vsp.com

Attachments/Videos/Links:

VSP EnVision Newsletter
	EnVision Sept 2021-General Member Version
	EnVision Sept 2021-General Non-Member Version
	EnVision Sept 2021-Federal Member Version
	EnVision Nov 2021-General Member Version
	EnVision Nov 2021-General Non-Member Version
	EnVision Nov 2021-Federal Member Version
	EnVision_Logo_2021.png
	VSP_Logo_ShortTagRT_RGB.jpg
	Sept_2021_EnVision.pdf