5. eMarketing in HSE
Why am I here?
We have lots of email subscriptions!
Why?
6 years of hard work
A variety of growth tactics
Adapting the approach along the way
Cheap, easy to use solutions
Established eMarketing as the norm
6. eMarketing in HSE
HSE’s job: Prevent people being, killed, injured or made ill by work
Co-regulators with LAs: inspect, investigate and
enforce.
4k+ Improvement Notices 1k+ prosecutions
Advice and guidance to help make
workplaces safer places.
7. eMarketing in HSE
HSE Communications Strategy: digital by default
80k visits every day Products and services:
Website Intranet Extranet
40k webpages Video audio Communities
Email RSS
150 microsites Publications e-commerce
No.3 in Govt: quality accessibility*
Audience: Team structure:
Health & safety profs Production
Employers Standards
Academics Innovation
Workers Site Integrity
eMarketing
8. eMarketing in HSE
HSE’s eMarketing Team
Publicity planning Email design 24/7 cover RSS Feeds Web metrics
Intranet News Web news Strategy delivery Search optimise Web audits
9. eMarketing in HSE
Drive people to website and keep them coming back!
How?
Cheap, easy to use tools and techniques
Pilot, evaluate and expand/stop
Allow others to eMarket themselves
Tie eMarketing to business needs
Evaluate and spread the word!
11. eMarketing in HSE
2006 – email marketing pilot
Weekly digest of updates on the website
Modest aims (test the water)
Adapt existing tools (free!)
“Launch a What’s New at
Text only (accessible)
hse.gov.uk email
Manual copy and paste newsletter, aiming for 5K
Emails only subscriptions by March
2007”
Gavin’s Performance Agreement 2006/7
12. eMarketing in HSE
2006 – What’s New via RSS feeds pilot
Driven by WordPress (free!)
One way comms (Blog features off)
Categorised content
One communication, multiple destinations
13. eMarketing in HSE
2007 – first “segmented” eBulletins
Construction eBulletin
Regional update to international corporate comms
Written by an Inspector aimed at businesses
Subscriber migration – give customer choices
14. eMarketing in HSE
2007 – Mobile SMS Text alerts
Wider choice
Growing “smartphone” audience
Construction and Public Consultation alerts
Short, timely messages, link to website
Free to (un)subscribe and receive texts
Modest subscription rates
15. eMarketing in HSE
2008 – Growth: existing subscriptions
Email shot to 100k HSE Books customers
Target small industry groups
Exchanged for product promotion
16. eMarketing in HSE
2008 – Growth: Shattered Lives campaign
Slips eBulletin - part of campaign aims
Tied into communications
Maintain Momentum between phases
100% increase in subscriptions
Converted to regular eBulletin afterwards
17. eMarketing in HSE
2009 – Offline marketing
Subscribe at events/conferences/Inspections
Tick box(es), email address, hand to HSE/post to us
Room to advertise other subscription services
Offshore Europe 2011 conference
100 flyers returned
800 new subscriptions
18. eMarketing in HSE
2010 – Health and safety Bulletins
Legal obligation – tie into business needs
Digital by default – choose how to be updated
Delivered instantly by Subscription services
19. eMarketing in HSE
2011 – Advisory call centre closure
Digital by default – contact via website only
Subscriptions provide proactive communications
An eBulletin and RSS feed for every industry topic
1000 new subscriptions a month
20. eMarketing in HSE
2011 – Close SMS pilot
Rationalise and prioritise
New mobile landscape
“View HSE RSS feeds on your mobile” offer
21. eMarketing in HSE
The present…
RSS Feeds HSE website
Google
What’s New E-Bulletin
Other websites
Monthly Visits: 70k Intranet News Centre
1 in 20 visiting via
RSS & e-Bulletin!!!
- 80% traffic via Google
- 75k e-Bulletin subscribers
- 42k visit from What’s New
- 3k visits to NC daily - 66k visits from e-Bulletin
- 15k from RSS readers - Overall visits to website 2.2 million
22. eMarketing in HSE
And the future?
RSS Feeds Google HSE website
200+ e-Bulletins
Other websites
Intranet News Centre
Mobile
Social Media
23. eMarketing in HSE
Final thoughts…
Focus on customers
Grab opportunities to expand
Promote your team’s good work
24. eMarketing in HSE
Thankyou!
Questions?
Get in touch gavin.parkinson@hse.gsi.gov.uk
