Case Study: Winchester Hospital achieves increased event awareness and attendance with Bridgeline Digital's targeted email marketing

Leverages iSG Email Marketing expertise to boost event awareness and attendance

Winchester Hospital, a community-focused health provider, wanted a lower-cost way to boost attendance for its “Women’s Health Matters” event and reduce reliance on expensive direct mail. With a contact list of about 1,900 people, the marketing team partnered with Bridgeline Digital to test targeted email as an alternative outreach channel.

Bridgeline sent a pre-show email that produced a 14% open rate and 2.7% click rate, driving registrations—70% of those who signed up via email attended—so a planned second blast was canceled to avoid overfilling. A follow-up post-show program targeted attendees and non-attendees: attendee emails achieved 50% opens and 61% clicks, with 76% of opens completing the event survey (100% survey completion among those who clicked the survey link), while non-attendee opens rose to 19% and clicks to 3.1% (unsubscribe rates stayed low). Winchester found email marketing to be a cost-effective way to increase engagement and will continue using it.

Winchester Hospital

Toni Lynn Hansen

Manager of Communications & Public Affairs, Winchester Hospital