There are two frontlines in the pandemic. One is fought by the nation’s brave health care workers. The other is a digital battle against misinformation fought by the nation’s public communicators. In this regular post, we share a notable public sector communication connecting public audiences to critical information. See last week’s highlighted email.
Once again, this week’s coronavirus-related bulletins are still performing well above average when compared to the data in our latest Civic Engagement Benchmark Report. This week’s bulletins had an average open rate of 65% and a click-through rate of 32%.
This week we are featuring a bulletin sent by Culver City, California, as part of a citywide newsletter. A banner with trusted branding leads into a quick intro that offers accessibility by encouraging Spanish speakers to visit a web page with the same information in Spanish.
The beginning of Culver City’s email includes a banner with the City’s branding to establish trust and authority.
Culver City’s email divides information into short blocks of text. A table of contents provides an overview of included information. Readers can easily scroll to sections that interest them.
Culver City’s bulletin contains a table of contents for easy skimming.
The email bulletin also provides a section for COVID-19 testing with step-by-step instructions and an engaging graphic.
Culver’s colorful graphic ensures readers understand basic facts about mobile testing.
Lastly, this email succeeds as a result of its caring tone, which is made clear in the language it uses to invite residents to take part in Culver City’s weekly phone call program. Residents can sign up to receive a check-in call from City staff, just to say hello.
Culver City offers a weekly phone call program.
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