Email Marketing
Invite/Promotional Email, May 2024
Project: Promotional email marketing campaign for upcoming dental convention
Company: California Dental Association
Discipline: Content Strategy, Copywriting
Overview
Registration has launched for CDA’s flagship convention, CDA Presents The Art and Science of Dentistry. As the digital content strategist, I developed the email marketing campaign for the convention with three primary goals in mind:
- Announce the return of the convention with dynamic messaging that engages readers.
- Highlight the convention’s offerings with an emphasis on “what’s in it” for the attendees.
- Underscore the value of attending the convention in person.
Click images to enlarge
Email 1: Announcement
Subject line: The wait is over! Register for CDA Presents May 16-18 in Anaheim
Pre-header: Be one of the first to choose from more than 200 courses and workshops.
We kicked off the campaign for the convention with a vibrant and exciting announcement email. I focused on four key points, designed with large fonts and bright colors, to quickly grab the reader’s attention and easily convey the convention’s offerings.
Additional content strategy included adding quick links under the email banner that guide users to actionable next steps and highlighting the value of a CDA membership by getting registration fees waived.
Outcome
This email had an above industry average open rate of 57.8% and a 6.3% click-through rate.
Email 2: Follow up
Subject line: You’re missing out on special savings for CDA Presents
Pre-header: Here are five reasons to join us in Anaheim May 16-18.
This follow-up email targets users who received the first email, but didn’t register for the convention. I used the subject line and banner copy to create a sense of FOMO and let unregistered users know they’re leaving savings on the table.
I followed up by focusing on five reasons to attend the convention to engage readers and spark their curiosity. The five reasons focused on in-person benefits, such as meeting industry experts, trying free demos in the Exhibit Hall and attending the much anticipated party.
Outcome
This email also had an above industry average open rate of 55.17% and a 2.9% click-through rate.
Email 4: Highlight Team Events
Subject line: CDA Presents is a team affair! Explore courses for RDAs, hygienists and dental team roles
Pre-header: Learn how DAs can help dental practices excel, plus the good and bad of cancer drug pharmacology.
For this email, I chose to bring the convention’s dental team offerings to the forefront. Our target audience mostly consists of dentists and practice owners, but I knew it was important to bring awareness to our courses and trainings for other roles within the dental office.
I featured five courses for dental team members and tied in a separate dental team event also happening that weekend.
Outcome
This email’s open rate was also above the industry average at 60.2% with a 6.3% click-through rate.
Newsletter Email, March 2024
Project: Newsletter for CDA’s student members
Company: California Dental Association
Discipline: Content Strategy, Copywriting
Overview
CDA developed a company-wide initiative to better engage with California dental students and highlight the value of CDA’s membership during dental school and beyond. This initiative includes several student-focused events and communications, including a monthly student newsletter.
As the content strategist for the student newsletter, I research topics that are most relevant to our student members, curate the content, write the copy and shepherd the newsletter through testing and final send.
Subject line: The Rundown: Trending news, events and benefits for California Dental Students
Pre-header: How women are reshaping dentistry, plus new bill protects CA dentists from virtual credit cards.
I chose to start the newsletters with on-campus events hosted by CDA and other organizations. This lets the students know that CDA is present and hands-on with their needs and gives them the chance to engage one-on-one with CDA reps.
We have a lot of students who are in their last year of dental school, so I make it a point to feature career-enhancing resources and guidances.
Other content strategies include highlighting the latest CDA news and advocacy efforts, and including a special feature section that focuses on trending topics, like Women’s History Month.
Outcome
This email’s open rate was also above the industry average at 51.3% with a 4.7% click-through rate.
Click images to enlarge
Click image to enlarge
Dedicated Email, January 2024
Project: Dedicated email for attendees who missed a virtual webinar
Company: California Dental Association
Discipline: Content Strategy, Copywriting
Overview
Now + Next in Dentistry is a series of interactive meet-ups for new dentists learning to navigate the early stages of their careers. CDA launched five new Now + Next events at the beginning of the year, one webinar and four in person, and requested an email marketing campaign. This is a dedicated email from the campaign targeting people who registered for the webinar, but did not attend.
Subject line: Missed Now + Next? Access the webinar on demand
Pre-header: Don’t miss our upcoming in-person Now + Next events.
The primary goal of this email is to notify attendees who missed the webinar that they can now access the recording on demand. With our in-person events launching later that month, I also saw this email as an opportunity to highlight those upcoming events and encourage readers to attend.
Outcome
This email’s open rate was also above the industry average at 62.18% with a 10.3% click-through rate.