B2B SaaS · Email
Health system · Email
Member mail after the ESP move.
Selected missions, names withheld.
−28%
Time-to-launch
Split
Member vs fundraising
+14%
Portal from welcome
Situation
A regional health system had member communications living in the same ESP as a fundraising stream. Journeys were copied from a consumer brand. Legal reviewed every send as if it were a press release. Welcome to the member portal was a PDF.
Selected work of the practice. Sector and channel only. Not a named hospital or plan.
Work
- Diagnose: which audiences were members, donors, or both; which templates could never mix brand and fundraising; where the preference center lied.
- Build: separate streams, a claims list legal would actually approve, welcome and reminder journeys that used approved copy only.
- Run: weekly send plan with a named legal path. Time-to-launch as an operating number. A stop so fundraising could not borrow the member from-name.
- Hand back: the internal team could ship a reminder without a war room. Counsel sat in the calendar, not as a veto after the fact.
What changed
- Time-to-launch −28% once legal sat in the path instead of at the end.
- Member and fundraising streams split; unapproved fields out of live journeys.
- Portal activation from welcome +14%. Fundraising stopped wearing a member costume.
Also: Braze. Preference center that told the truth.
Contact us“We had been treating compliance as a personality. She made it a week.”
More work
Hospitality · Email