City of Hope’s Web marketing team recently unveiled two new tools to improve employees’ online experiences: a new e-mail subscription service called Convio and a new request for service (RFS) form.
The national CAN-SPAM Act of 2003 regulated commercial e-mails to protect recipients. To comply with that law, City of Hope centralized management of all mass e-mails sent by its employees. All internal and external e-mail communications now will be distributed by members of the Web marketing team or with their help. Mass e-mails are any e-mails sent to a distribution list in which the sender has no one-to-one relationship or personal knowledge of each recipient.
|The Web marketing team created an online Request for Service form.|
To send these e-mails, the Web marketing team uses Convio, an online fundraising and marketing platform. During its first two years of limited use, Convio improved users’ online experiences related to fundraising events such as Walk for Hope. It recently expanded to all of City of Hope, including management of e-mails to donors and communications for continuing medical education events.
The new system allows e-mail subscribers to manage their own content and subscription preferences. For example, they could choose to receive the eHope newsletter and news about Walk for Hope and clinical services, but change their mind later and unsubscribe from one or all. Previously, subscribers could only choose to receive all e-mails from City of Hope or none at all, according to Randy Hui, Web marketing manager.
“Now that we are using Convio, we can produce mass e-mail drives on a variety of topics and interests across the organization while allowing subscribers to manage their own content preferences,” said Hui. The Web marketing team can help departments across the organization create mass e-mail efforts that are more targeted than ever before, he added.
Request for Service forms
The Web marketing team also introduced its own Request for Service (RFS) form, apart from the general Information Technology Services RFS. Employees must use this new form to request Web changes, online registration forms, mass e-mails and similar services. The project request form can be found under “Help Center” on the employee intranet or through www.coh.org/web-marketing.