The impact of e-mail in acquiring and retaining whole-blood donors: a comparative analysis of the Puget Sound Blood Center donor e-mail communication program.

Abstract:

BACKGROUND:With the emergence of e-mail as a common form of communication, it is important to understand the role and impact e-mail can have on acquiring and retaining whole-blood donors. STUDY DESIGN AND METHODS:Whole-blood donors who opted in to receive e-mail communications (n = 43,232) from the Puget Sound Blood Center (PSBC) and as a result participated in one or more of five e-mail marketing campaigns between July 2002 and March 2003 were studied. RESULTS:New donors with e-mail addresses grew by 74 percent over the measurement period compared with 2 percent growth of those without e-mail addresses. Nearly 15,000 prospective donors were reached as a result of donors passing along e-mails they received from PSBC to friends and family. Nearly 5 percent of PSBC e-mail campaign recipients registered to donate online. PSBC e-mail campaigns have outperformed e-mail marketing industry mean open rates by 44 percent and click-through rates by 36 percent. CONCLUSION:E-mail is now a mainstream communication medium. It has proven to be an effective method of reaching new donors and generating new donation registrations. Donors respond more favorably to e-mail communications from PSBC compared with e-mail they receive from other organizations. Deeper understanding of how different segments of blood donors use e-mail may help blood centers adjust their donor acquisition and retention programs. New recruitment methods are needed to grow the overall donor base, and e-mail appears to have the potential to make a significant contribution to meeting this objective.

journal_name

Transfusion

journal_title

Transfusion

authors

Geyer ME

doi

10.1111/j.1537-2995.2005.00642.x

subject

Has Abstract

pub_date

2005-12-01 00:00:00

pages

1957-64

issue

12

eissn

0041-1132

issn

1537-2995

pii

TRF00642

journal_volume

45

pub_type

杂志文章
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    authors: Tabor E,Hoofnagle JH,Smallwood LA,Drucker JA,Pineda-Tamondong GC,Ni LY,Greenwalt TJ,Barker LF,Gerety RJ

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    journal_title:Transfusion

    pub_type: 临床试验,杂志文章,随机对照试验

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    pub_type: 杂志文章

    doi:10.1111/j.1537-2995.2008.01927.x

    authors: Kiefer T,Krüger WH,Montemurro M,Schüler F,Hirt C,Pasold R,Niederwieser D,Schwenke M,Dölken G

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