COVID Emails

Client Name

COVID Emails






Give It To Me Straight, Doc

What they asked us

Dr. Andrew Morris, world expert in infectious diseases, had been writing weekly emails about COVID-19 since the pandemic emerged and wanted his credible emails to be easily accessible and available to the public.

Our sense of the problem

Readers wanted to easily access previous emails, and could only do so by searching for their email inbox.

The opportunity

Throughout the pandemic, our society has become apprehensive of the media, and subsequently, thirsty for credible and easily digestible information. As a world expert, Dr. Morris could leverage his authenticity and expertise to gain the trust and attention of his readers.

What we did

We performed an audit on Andrew’s past email newsletters and provided him with a customized template to ensure his content was conveyed as effectively as possible. Andrew has received very positive feedback from his readership on this update. Simultaneously, we designed a user-friendly website for viewers to subscribe and access all of Andrew’s weekly newsletters to date. This allowed Andrew to reference previous newsletters in his new newsletters through linking. The website was designed to provoke a genuine relationship with the source, be congruent with the newsletter template, and personalized to Andrew’s personality and style.


User-friendly website that houses newsletters

Established brand image

Newsletter template design

Standardized newsletter subscription

60x increased subscribership in 5 months

80% email open rate

The Return on Investment


Brand Identity

Created a brand design to establish trust and reflect Andrew’s personality.

Website Development

Designed and built a website that provided desired functionality and user accessibility.

My unknown readership jumped to unimaginable heights

“I am an academic infectious diseases physician whose main area of interest is the optimal use of antibiotics to tackle drug-resistance.  When the COVID-19 pandemic became reality in Canada in Winter 2020, I pivoted, and started using my expertise to educate family and friends about COVID-19.  Using traditional email, I wrote weekly newsletters to put information into context, to advise, and also to reassure. At first, I sent to about 30 people, but within a few months, my list grew to around 120 people, knowing that many more were reading these emails second-hand.  I continued this for 6 months.  Until GreenX. GreenX helped me develop a digital strategy.  Taking me from unwieldy, amateur emails, they worked with me to first standardize my emails using an electronic email subscription service.  What this allowed me to do was not only manage subscribers, but also to keep track of my reach, have an email template (or brand), and to simplify adding more complex content such as embedded graphics and video.  The last element of this strategy was a web presence.  They quickly developed a clean, custom website,, that matched my brand, and made it easier for people to read old content.  Now, when I want to reference a prior article, I can point to it on my website. What has happened since starting with GreenX media? I went from 120 “subscribers” after my first 6 months of emailing, to almost 7000, 5 months later.  My unknown readership jumped to unimaginable heights, and I now know that roughly 30-35 thousand readers read my newsletter each week.  The weekly “open” rate is roughly 80%, compared to what industry experts say is the average of 15-25%. To be clear: GreenX media has MADE and my weekly emails the success they are.  I am only kicking myself that I didn't enlist in March 2020!!!”

Dr. Andrew Morris
Founder, Covid Emails
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