iHNZ Direct Comms All Hands_15Jun

Direct Communications

Kim Rousell, Direct Communications Lead National Immunisation Programme 15 June 2022

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Direct Communications

Insight-driven

Relevant

Personalised

Measurable

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What makes a good campaign?

• Data – gathering, using and managing personal data (privacy, preferences, contact rules) • Setting a clear objective that is measurable • Channel selection - email, SMS, postal mail, outbound calls • Messaging – branding, subject line, personalisation, ‘call to action’ • Production and process - engine room managed by our data analysts and CPIR team •

Testing, QA, checking

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Reporting and Insights 00/00/21

A snapshot of results 2022 Influenza Direct Campaign •

From early May, SMS and emails were sent to eligible people aged 65+ and Māori & Pasifika people aged 55+ who had not yet received their flu vaccination to encourage them to get it.

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There was strong engagement and response rates across all groups for both email and SMS.

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Postal letter to people in the priority group without email or phone records

Date

Target audience

Contacted volume

Email Open rate

Nm. Of doses

Response rate

Control group rate

04-05 May

Group 1 – New Zealanders aged 65+ (excl.

Māori and Pasifika)

333,475

42.2%

57,259

17.2%

7.0%

10 May

Group 2 – Māori and Pasifika aged 55+

112,046

37%

10,237

9.1%

2.8%

30 May

Groups 1&2 – All New Zealanders aged 65+ (incl. Maori & Pasifika aged 55+)

188,350

38.2%

13,809

7.3%

4.2%

10 June

Group 3 – All New Zealanders aged 65+ (incl. Maori & Pasifika aged 55+) – no email/phone contact info

20,000

n/a

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Top tips

• Typically works best when part of a broader channel mix • Maintaining trust is paramount • Use of actionable insights helps us be relevant which delivers a great customer experience and results • Remember the old adage – right message, right place, right time.

• Like to know more? kim.rousell@health.govt.nz

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