Blue Shield of California Marketing Emails

Colorectal Cancer Prevention Email Campaign

A segmented email campaign designed to encourage colorectal cancer screenings among at-risk members. Messaging was tailored by age, gender, and insurance type to increase relevance and response. The tone was informative, supportive, and action-oriented, emphasizing early prevention and the effectiveness of screenings.

Email 1: Sent to women 50 to 64

Subject Line 1: Colorectal cancer is one of the most preventable types of cancer
Preheader 1: But only if you get screened for it

Subject Line 2: Getting screened for colorectal cancer is the best way to prevent it
Preheader 2: And it’s highly treatable if caught early

Follow-up email
Subject Line: Don’t put off this very important screening
Preheader: Talk to your doctor today about colorectal cancer

Email 2: Women with Medicare (typically 65+)

Email 3: Men ages 50–64
Subject Line: Getting screened for colorectal cancer is the best way to prevent it
Preheader: And it’s highly treatable if caught early