Mailcamp: Andy Snow, MHRA
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The MHRA uses email alerts to inform stakeholders such as healthcare professionals and the public about important safety issues in a timely manner. They currently have over 33,000 subscribers across 76 channels and have sent over 3.3 million emails this year. The alerts are triggered automatically through their content management system with little staff input required. Going forward, the MHRA plans to tailor the alerts better for users by improving formatting across devices and reorganizing information for easier previewing.
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Mailcamp: Andy Snow, MHRA
- 1. Email alerts: relevant, timely and targeted Andy Snow Web Development Manager Medicines & Healthcare products Regulatory Agency
Editor's Notes
- The MHRA is an executive agency of the Department of Health we regulate the safety, quality, effectiveness & performance of medicines and medical devices. Our primary audiences are Healthcare professionals and the Pharmaceutical industry.
- Our email alerting service was set up in response to feedback from a wide-ranging consultation process undertaken with all stakeholders prior to development of our website in 2005. They reported that they wanted to be informed of updates to important safety issues directly in real time. The process of the information getting disseminated through their organisation to reach them can take some time and they felt that direct alerts would be beneficial and could save lives.
- The e-mail alerting facility has become an integral part of disseminating information and we are increasingly using it as a key way of communicating with our stakeholders. We now have 76 different content channels, over 33,000 subscribers, and a total of over 375,000 subscriptions. This has generated over 3.3 million emails so far this year! During 2010 we also reported a 78.9% customer engagement rate, which also shows that people are acting on our emails and not just signing up and ignoring them. We have not actively marketed the service which just highlights further the value that our stakeholders place on the service.
- We first launched the service using our own bespoke email distribution system never envisaging that the service would be so popular. However, as the popularity of the system grew it became apparent that our system could not cope with the volume of emails so we migrated our existing channels and users to the GovDelivery system. This has proved a great success, with all of our emails being delivered instantly to any number of subscribers. The triggering of an email alert is handled via our content management system. Once a subscription channel is set up there is very little input needed to send an alert so running the system has virtually no impact on staff resources. Users manage their own subscriptions online where they have the options to unsubscribe, change the alerts that they are signed up to, change email addresses and even suspend their account for a set period of time.
- We are now in the process of looking at the usability of our alerts, ensuring that they contain enough information to make them useful to our subscribers, on a variety of devices and platforms, and that the right information is available in the titles and preview screens. We have held sessions with users of the service to get feedback and gain an understanding of how they use the alerts and what they would like to see in the future.