Following the direct mailer, four e-mails were incorporated, each with a similar look and feel. The first had a subject line of "It's a Girl!" The message had an image of a baby below the quote, "It's a Baby Girl!" It described how HealthConnect One has been inside delivery rooms supporting healthy births for 25 years and highlighted in underlined text in a different color: "TOGETHER, WE CAN MAKE A CHANGE!"
The message read: "A gift to HealthConnect One starts babies on the road to a healthy life. Your donation will help us expand to the communities that want our support. Every day HC One celebrates with new families in their delight — 'it's a boy!' 'it's a girl!' Partner with us so together we can say — 'it's a healthy baby!'"
Then there was a "Click here to make a Donation" hyperlink that took recipients to the donation landing page.
The next e-mail had the subject line "Happiness in four words." Again, inside it had an image of a baby girl under the heading, "It's a Healthy Baby!" That was followed by essentially the same copy as the first e-mail, with the same highlighted text and call to action.
The third e-mail's subject line was "Occupy Moms." It had an image of a mother with four children around her under the heading "Calling All Babies!" Once again, it followed the same template as the other e-mails, with slightly altered copy.
Finally, the fourth e-mail had a subject line of "One Powerful Year." Under the heading "The Power of One Birth" was the same image of a baby used in the original e-mail. This time, the copy focused a little more on HealthConnect One's 25th anniversary: "Our Baby, HealthConnect One, turns 25 this year because of YOUR support!"