Internal newsletter for 210 EMS staff: 65% open rate

Superior Mobile Health is a Texas-based medical transportation provider, founded in San Antonio in 2011. Its team of about 300 paramedics, EMTs and transport professionals runs a fleet of more than 40 ambulances and 25 wheelchair vans, serving hospitals, health systems and care facilities across the state.

No channel to the team. The company had no regular communication with its staff, most of whom spend their shifts on the road rather than in an office.

A demanding, high-turnover industry. EMS work is physically and emotionally tough, and staff turnover is high across the field.

A need to build connection. Leadership wanted employees to feel informed, valued and connected to the company, not just to their next shift.

An audience with almost no time. Frontline crews work long, unpredictable hours, so any message had to be quick to read and worth opening.

Created the newsletter from scratch: a monthly email that gives the whole team one shared source of company news.

Built recurring sections to make each issue familiar and easy to scan, including company wins and growth news, team spotlights, training and culture updates, and events, such as the team’s trip to Washington, D.C.

Wrote for busy readers, with short sections, clear headlines and subject lines with personality, such as “No emergency this time! Just good news” and “The Big Three Take D.C.!”

Sent each issue in the morning, Texas time, to reach crews around the start of their shift.

Tracked results every month and refined the content to drive more clicks.

April 2026: Looking Back. Moving Forward. Growing Together. Highest click-to-open rate, at 29.8%.

August 2025: Raising the Standard in EMS Care. It had the highest open rate in 2025, at 74%.

December 2025: What do you mean it’s the end of the year? A strong all-rounder, with 70% opens and 13.6% click-to-open.

📬 65% average open rate, about 1.8x the industry average of 35.6%.

👆 6.2% average click rate, about 2.4x the industry average of 2.6%.

🚀 Click-to-open rate grew from 2.9% in January 2026 to 29.8% in April, about 10x in four months.

📈 From 2025 to 2026, open rates held steady while clicks nearly doubled.

✅ Zero spam complaints across all 11 issues.

The list was small, but it was the right audience. Getting two out of three frontline workers to open every issue, and more of them to click each month, shows content that people with no time actually chose to read.