Telehealth Innovation Forum (Jan. – Aug. 2020)

Skills Utilized: Email Marketing and Strategy, Email Design, HTML and CSS, Data Analysis

Software Used: Adobe Photoshop, Brackets (Code Editor), Litmus (Testing), Pardot, Salesforce

Project: For many years, InTouch Health (now part of Teladoc Health) has held an annual Forum showcasing new developments in the virtual care industry with presentations from speakers across the country. For the 2020 Forum, we had to rapidly transform our usual in-person event to one that was completely virtual, while maintaining the immersive experience our attendees have grown to know and love.

Challenges: A major factor of this virtual transformation was portraying a unique brand experience with timely communications to generate interest in the event and keep attendees informed and engaged. To accomplish this feat, the Marketing and Events teams relied heavily upon email marketing to meet our goals. When executing the promotional email campaigns, we relied upon previous prospect interactions to generate segmented lists to provide them with the most relevant content. And during the event we sent timely notifications throughout the two days to highlight upcoming presentations and interactive sessions.

Results: Teladoc Health’s email marketing efforts generated 33% of all registrations for the Forum. The original event goal was a total of 1,000 registrations with our promotional emails surpassing that goal alone with ~1,300 registrations.

Example Email Templates

Below are screenshots of several of the emails sent to our list segments and Forum attendees; you can view a live HTML version of the email by clicking the thumbnail.

Reporting

Following the conclusion of the 2020 Telehealth Innovation Forum, I collected the data from our ESP and generated a report to identify areas our emails were effective and areas we could improve. I looked at both the overall email campaign metrics as well as click-maps. Below is sample preview of that report.