Dynamic Integrated Services
“Push to 1 Million” Email Campaign
Client: U.S. Department of Veterans Affairs, Million Veteran Program
Category: Advertising/Marketing | Email Communication | 66c. Email Campaign
The Veterans Health Administration’s Million Veteran Program (MVP) is nearing its historic milestone of enrolling one million Veterans into their research program. Over the last four months, we helped MVP create, test, and send email campaigns to over one million Veterans inviting them to join the program. In June, we tested four email campaigns, each with different subject lines, preview text, and email body copy. We sent each of the four test emails to 120,000 Veterans from 06/22/23—06/24/2023, and delivered remails (emails resent if they remained unopened) from 06/29/2023—07/01/2023; through this process, we controlled for the time of day and day of week email send variables. We evaluated the four campaigns across three metrics: open rate, click-through rate, and online MVP enrollment rate. Based on the results of the test campaigns, the email “Make History—and the Future—With Us” had the highest open rate, highest click-through rate, and highest online MVP enrollment rate. Taking extra time to conduct this testing allowed us to confidently distribute the campaign “Make History—and the Future—With Us” to over one million Veterans in July and August: resulting in the highest number of online enrollments MVP has ever seen in a two month period (18.52% online enrollment increase in July and 144.79% online enrollment increase in August).