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COVID-19 Email Highlight of the Week #1

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.

It’s clear when you look at the metrics. The public is hungry for facts, updates, and information about coronavirus.

According to the weekly email brief shared with members of govCommunity, the highest performing coronavirus-related bulletins in govDelivery had an open rate of 73% and a click-through rate of 51%. Coronavirus-related emails are performing nearly 2-3x higher than normal when compared to the data in our latest Civic Engagement Benchmark Report.

Featured Email

This week, we’re featuring a top-performing bulletin sent by the Minnesota Department of Health. Its combination of clarity and content have earned a click-through rate of 50%. (Click-through rate is the percentage of subscribers who clicked on at least one link in your email.)

screenshot of email from MN Department of health
A clear, focused call-to-action contributes to the impressive click-through rate on this email from the Minnesota Department of Health.

Aside from its strong design, this email succeeds because:

  • The subject line tells readers exactly what information they’ll receive.
  • The headline confirms the purpose of the email.
  • The call-to-action is upfront and impossible to miss.

After clicking the link, subscribers are taken to a high-quality landing page, which includes a great mix of highly relevant information made easy to digest through data visualizations.

screenshot of Minnesota Department of Health landing page
The landing page provides important information with helpful charts and graphs. Visitors can subscribe by clicking the button in the top-right corner.

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