purchasing tobacco user emails as a strategy to increase reach mary m. kokstis, sr. client services...
TRANSCRIPT
Purchasing Tobacco User Emails As a Strategy to Increase Reach
Mary M. Kokstis, Sr. Client Services Director – Quit LinesMarch 4th and 6th, 2009
BACKGROUND
Rented an email list of self-identified smokers in WA State where Free & Clear® operates the quit line and a large number of commercial accounts
• Email list rented from independent vendor of opt-in consumer lists• Cost was 2.75 cents per email address• Obtained approval from WA DOH
EMAIL CAMPAIGN
Landing Page
Program Lookup Tool
Web / Phone Enrollment
RESULTS
• 2 email drops sent to 220,000 self-identified smokers
• Total Email Views: 30,656• Open Rate: 7%• Click Throughs: 481• Unable to track calls/registrations • No discernable boost in enrollments in that time
period
CONSIDERATIONS
• Should quit lines only receive referrals from those who are ready to quit?
• Challenges in tracking results due to:– Quick implementation– Hesitancy to increase registration time to ask
specific how heard about question– Cannot cross compare names due to rented list
