Engaging Emails for The Circular Life
Sustainability Partnerships, one of the brands under our Halston Group umbrella, was launched to help drive and accelerate the sustainability agenda within the NHS. Connecting NHS professionals with products and services that can best benefit our National Health Service. Sustainability Partnerships has a particularly strong presence across their email marketing.
Last year, Sustainability Partnerships were approached by The Circular Life to promote their upcoming programme in leadership for those working in the climate and healthcare space through a range of content and specifically, a targeted email campaign.
The Circular Life are a group of strategists, coaches, and engagement experts working to guide businesses on their journey to sustainability through varied coaching and strategy programmes. But for their upcoming workshops, they were specifically looking to target NHS professionals, making Sustainability Partnerships’ audience the perfect target market.
Sustainability Partnerships Email Audience
The Making Space for Growth programme by The Circular Life was a 10-week learning & development programme to strengthen leadership qualities and build emotional intelligence among green leaders. Designed to help attendees create a greater impact in their green and net-zero plans as well as the broader climate and health agenda.
To ensure that this campaign was firing on all cylinders, we wanted to add an extra layer of promotion for The Circular Life’s programme. We decided that to support the email campaign, we would create a blog post on the leadership course which would delve deeper into what the course entailed and why it would be beneficial for the Sustainability Partnerships’ audience. Within the blog, we also included a video from The Circular Life founder, Briony Pete where she talked viewers through the course and everything it had to offer.
As the campaign was mainly email-based, adding blog content allowed us the space to really dig deeper into the course offering.
Building an Email Audience
The Sustainability Partnerships email audience contains an audience of 1,170 key decision makers from within the NHS as well as 667 sustainable suppliers feeding into the NHS. The audience, built organically over time through the use of events, online and social content is highly engaged with Sustainability Partnerships content, seeing an average of 27.1% open rate, high above the 21% industry standard and a huge 30.4% click through rate.
Building an engaged audience was vital for Sustainability Partnerships agenda of connecting sustainable businesses and service providers with the NHS.
Branded Email Design
To ensure that the email had as much impact as possible, we wanted to take the Sustainability Partnerships email style and fully brand it in The Circular Life’s colours, tone of voice and imagery so that it really stood out from any previous email campaigns and made an impact amongst our audience.
We chose to utlise The Circular Life’s branding within the email design to create more of an impact so that our audience would instantly feel more engaged with a change in appearance. The email also then gave the audience and initial feel for The Circular Life and what they are all about.
Email Engagement to Shout About
The email was a huge success, driving solid amounts of traffic through to the programme’s landing page. Between the 17th of October and the 9th of November, the campaign saw 553 total opens and 259 total clicks.
Of the 259 clicks, we saw 45 downloads of the course PDF and a total of 169 visits to various pages on The Circular Life’s website.
The Sustainability Partnerships blog also received an extra 20 readers from the email, for those looking for that extra bit of information on the course.
The team at The Circular Life were thrilled with the new engagement they were seeing with their online resources, leading to multiple sign-ups to their upcoming course and a boost in brand recognition within the NHS.