COVID-19 Email Highlight of the Week #2
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.
The highest performing coronavirus-related bulletins in govDelivery had an open rate of 68% and a click-through rate of 42% — according to the weekly email brief available to members of govCommunity. Coronavirus-related emails are still performing nearly 2x higher than normal when compared to the data in our latest Civic Engagement Benchmark Report.
This week we take a look at a top-performing bulletin sent by The City of Alameda, California. The email is part of the City’s weekly COVID-19 update. Sent shortly after the CDC recommended wearing facemasks when in public, the email supports that message by including regional guidance for covering the nose and mouth.
This email succeeds because:
- It uses bold text and headlines to break up information and facilitate scanning.
- It includes links and phone numbers for various resources throughout.
- A bright graphic reiterates the most important information.
Alameda’s email ends with a strong and engaging call to action in the form of another graphic.