1. An update on PHA’s
biweekly e-newsletter
Refresh

2. Why change?
1. Has grown in size
2. Impact of messages is diminishing
3. Doubling efforts with other avenues
4. Staff time
5. Give ‘em what they want

3. Trends: Counting Clicks
Most popular links:
• Rino’s blog
• PHA Daily Beat (More News)
• News headlines from other outlets
• Generation Hope blog
Also popular:
• Resources, Advocacy, Conference, Merchandise
• And others!

4. So people like to read about...
• Human connection
• Research news
• Personal stories
• Information that impacts them

5. Who reads PHANews?
Patients
Supporters
Medical
Professionals
Caregivers
Other
Breakdown of Opened Emails
Source: March 6, 2013 PHANews List
1,600 readers
20% Open Rate

6. Split Testing:
What happened to my story?
• Tested 3 issues in March and April
• Created two versions of each issue
– Half of our email list received the classic issue
– Half received the new beta issue
• Compared how they did

7. Original issue
New issue

8. Beta Issue
• Give more play community members’ blog posts
• Limit: four to five featured stories (image & blurb)
• Include select PHA stories in the News Headlines,
redirect others to PHA Daily Beat
• Limit to one display ad
• New social media links

9. How they did
April 17, 2013 Issue - full issue April 17, 2013 - beta issue
Link Type Link Style CTR* Link Type Link Style CTR
Rino Blog
image &
blurb
16.80 Rino Blog image & blurb 4.94
Generation Hope: Depression and PH display ad 3.26 Generation Hope: Depression & PH image & blurb 11.11
News Headline - More News text only 6.62 News Headline - More News text only 2.47
News Headline - Riciguat Given FDA Priority text only 6.45 News Headline - Riciguat Given FDA Priority text only 7.65
Lung Allocation Score progress
image &
blurb
2.72 News Headline - Lung Allocation Score progress text only 5.06
News Headline - Heart-Stopping Surgery Saves Life text only 3.74 News Headline - Heart-Stopping Surgery Saves Life text only 4.32
National Call-in Day (Spotlight On...)
image &
blurb
2.04 National Call-in Day image & blurb 3.95
Winner
*Click-through rate (CTR) is the number of unique clicks
divided by the total number of users who opened the email,
all multiplied by 100
(Unique clicks/number of opens) x 100

10. Plan Moving Forward
• Plan ahead
• Find the human angle/tell a personal story
• Establish the best avenue for info