Do email sunset policies have a place in healthcare practices?

Email list sunset policies are applied to maintain a clean, responsive email list. In a healthcare setting, when patients leave the practice for any reason and are unresponsive to re-engagement tactics, this allows practices to maintain an up-to-date and responsive email list.

What are email sunset policies? 

Email list sunset policies refer to the guidelines for removing inactive subscribers from email marketing lists after they have not engaged with the content for a specified period. The concept is not credited to a single creator, having evolved as marketers recognized the need to maintain active, engaged email lists. 

These policies' primary purpose is to enhance email campaign effectiveness by focusing on an audience that shows interest and engagement. Common applications include retail, media, and any industry relying on email marketing to communicate with customers.

The benefit of this policy in healthcare

1. Reduced email server load: Regularly pruning inactive subscribers helps reduce the load on email servers. This speeds up the email delivery process, lowers maintenance costs, and improves server reliability.
2. Enhanced email security practices: By automatically removing inactive users, healthcare organizations can minimize the number of potential entry points for cyberattacks, as fewer dormant accounts mean a reduced risk of being compromised.
3. Lower email storage costs: Maintaining a smaller, more active email list reduces the need for extensive storage space, which can reduce IT costs associated with storing large volumes of data.
4. Increased effectiveness of health alerts: During health emergencies, such as outbreaks or recalls of medications, having an engaged email list ensures that the communication reaches those who are more likely to take immediate action, making public health responses faster and more effective.
5. Streamlined patient feedback collection: By communicating with a more engaged audience, healthcare providers are likely to receive more relevant and higher quality feedback on services, which can be used to improve patient care and satisfaction.
6. Optimized email marketing ROI: For healthcare practices that engage in marketing, maintaining an engaged list ensures that marketing spend is directed toward recipients who are more likely to respond, thus improving the return on investment of marketing campaigns.
7. Better compliance with marketing consent regulations: Email list sunsetting can help ensure compliance with consent regulations, like the CAN-SPAM Act, by automatically removing users who might no longer be interested in receiving communication.
8. Improved patient retention strategies: By focusing on engaged users, healthcare providers can tailor retention strategies that are more likely to succeed, such as personalized health management plans or loyalty programs, contributing to higher patient retention rates. According to a HubSpot article, the use of email list sunset policies can also assist the effects of graymail. 

See also: Using email templates to enhance patient engagement

Best practices for HIPAA compliant email sunset policies

1. Sort emails by type: Organize emails into groups based on what kind of patient information they contain, like appointment details versus sensitive health data.
2. Use strong email encryption: Protect emails that need to be kept for a while by encrypting them. Tailored HIPAA compliant email services like Paubox email suite provide HIPAA compliance as well as elevated security through encryption.
3. Get regular checks from experts: Hire specialists who understand privacy laws to regularly check your email policies and make sure they meet legal standards. This helps catch any issues before they become serious problems.
4. Have special rules for exceptions: Make clear rules for cases when emails need to be kept longer than usual, such as ongoing legal cases or when the law requires it. Document why and how long these emails are kept.
5. Link with patient consent systems: Connect your email rules to systems that manage patient permissions, ensuring that if a patient changes their mind about being contacted, the emails are handled according to their current wishes.
6. Set alerts before deleting emails: Create alerts to remind staff when emails are about to be deleted. This gives a chance to double-check that no necessary information is lost.
7. Train with real-life scenarios: Regularly train your team using realistic situations to make sure everyone understands how to apply the email rules correctly. Keep everyone updated with refresher sessions.

See also: Top 12 HIPAA compliant email services

FAQs

What is the average time frame used in email sunset policies within healthcare?

The average time frame for email sunset policies in healthcare typically ranges from 30 days to several years, depending on the content's sensitivity and applicable legal requirements.

Can email sunset policies differ between departments within the same healthcare organization?

Yes, email sunset policies can vary between departments within the same healthcare organization to accommodate different needs for information retention and compliance requirements.

What happens if important medical information is deleted due to an email sunset policy?

If medical information is deleted due to an email sunset policy, it can lead to issues with patient care continuity and potential legal liabilities, depending on the nature of the information and circumstances of the deletion.