1. Purchasing Tobacco User Emails As a Strategy to Increase Reach Mary M. Kokstis, Sr. Client Services Director – Quit Lines March 4 th and 6 th, 2009

2. BACKGROUND Rented an email list of self-identified smokers in WA State where Free & Clear® operates the quit line and a large number of commercial accounts Email list rented from independent vendor of opt-in consumer lists Cost was 2.75 cents per email address Obtained approval from WA DOH

3. EMAIL CAMPAIGN Email Landing Page Program Lookup Tool Web / Phone Enrollment

4. RESULTS 2 email drops sent to 220,000 self-identified smokers Total Email Views: 30,656 Open Rate: 7% Click Throughs: 481 Unable to track calls/registrations No discernable boost in enrollments in that time period

5. CONSIDERATIONS Should quit lines only receive referrals from those who are ready to quit? Challenges in tracking results due to: –Quick implementation –Hesitancy to increase registration time to ask specific how heard about question –Cannot cross compare names due to rented list