Meaningful Email Communication: How Naviva, Spotler, and SOLVM Truly Reach Parents

In this article, we’ll walk you through the challenge, the solution, and—most importantly—the impact of this collaboration between Naviva Kraamzorg, SOLVM and Spotler, showing how the right triangle of people, processes, and platforms leads to meaningful email communication.

Naviva’s Challenge: Better Alignment with Communication Goals

Naviva Kraamzorg, with 1,300 colleagues, provides maternity care each year to over 22,000 families—both at home and remotely through digital support. For the latter, email is frequently used.

A key principle in Naviva’s email communication is the desire to align with the customer life cycle of its three main stakeholder groups: clients and their families, chain partners, and employees—and to do so in the most personal and relevant way possible.

For clients, this mainly means providing the right information at the right time during pregnancy. For chain partners, it could involve information about care indications, potential expansions of service areas, or updates on matters like e-consultations. Employees are primarily kept informed about the organization, training opportunities, and industry news. Naviva also uses communication to gather information—for instance, to assess how many people will attend a certain event or to inventory which materials staff still have in their possession.

To achieve Naviva’s communication goals, it was essential to improve data quality and ensure the correct availability of data. Additionally, integrations between the email software and the CRM system needed to be developed, tested, and hosted. Project management was also required across the various automated email campaigns.

The Collaboration: A Triangle That Works

To tackle its communication challenge effectively, Naviva sought a partner that could provide not only a tool but also strategic contributions. Through previous collaborations, SOLVM emerged as a firm specialising in guiding marketing initiatives.

Together with SOLVM, the desired communication strategy was clearly defined. The goal was to streamline all communication before, during, and after maternity care through a personal, automated email journey. The content needed to closely align with parents’ individual situations, while internal communication toward maternity nurses and chain partners also had to be improved.

To execute this vision, a powerful platform was necessary. The choice was Spotler Mail+, the email marketing platform that integrates easily with CRM and administrative systems and offers extensive capabilities for personalization, segmentation, and automation. The roles within this collaboration triangle were well-defined:

• Naviva provided content expertise, insight into the needs of various stakeholders, and the appropriate tone of voice.

• SOLVM translated this into a smart strategy and guided the project from intake to implementation.

• Spotler delivered the technological foundation, including user support and data support as needed.

This collaboration turned out to be a perfect match. By joining forces, the team could act quickly, maintain continuous coordination between technology and content, and create email journeys that truly worked.

The Solution: From Insight to Impact

Information for Parents

The new email strategy was structured around various phases in the customer journey: from registration and intake to childbirth and postnatal follow-up. By using triggers in customer data—such as due dates or intake appointments—the right content was automatically sent at the right time.

Some examples:

• After registration, parents receive a welcome email with an explanation of the next steps and what to expect.

• Before the intake appointment, they receive practical preparation tips and answers to frequently asked questions.

• During pregnancy, parents receive bi-weekly information tailored to their current week of pregnancy. For example: a reminder to request a pregnancy statement at the beginning of the pregnancy – required for maternity leave, or a prompt in the last weeks of pregnancy to arrange for bed risers if childbirth is at home.

• After childbirth, a personal congratulatory message is sent, with information about what to expect during the postnatal period, including the option to receive monthly emails about the baby’s first year.

• After the first maternity week, parents receive a thank-you email with a short satisfaction survey.

Information for Chain Partners

In addition to communication with parents, Naviva also emails with chain partners, using Spotler Mail+ for these messages as well. These are clear emails packed with useful information. For instance, Naviva can follow up on an evaluation of its services via email or inform partners about the expansion of its service area.

Chain partners receive a quarterly update. In addition to regular updates, evaluations, and company news, these emails also include forecasts of the number of hours Naviva can provide. Since chain partners are key referrers for Naviva Kraamzorg, it’s crucial that they’re well-informed about the organization’s ins and outs. This way, Naviva manages expectations and maintains accessible, ongoing communication with them.

Information for Employees

Employees also receive targeted email communications—for example, reminders about upcoming intakes or follow-up after the intake, birth, or maternity period—linked to the specific parents they are supporting. This provides clarity, better structure, and smoother handovers.

All emails are designed in Naviva’s brand style, with clear calls to action, empathetic language, and practical links. Thanks to Spotler Mail+ templates, these emails could be created and adapted quickly. They were also tested across different devices and email clients to ensure optimal deliverability.

Importantly, this email series isn’t a static project but a dynamic system. Based on feedback from parents, partners, and employees, the content is continually optimized—ensuring the communication always reflects real-world needs.

The Impact: Higher Engagement and More Organizational Calm

The joint approach by Naviva, Spotler, and SOLVM has paid off. Open and click rates increased, parents reported feeling better informed, and staff noticed fewer repeated questions.

Some key results:

• 70% of parents read the emails in full and actively click through.

• Higher Net Promoter Score (NPS) due to better expectations and upfront information.

• More peace of mind for maternity nurses thanks to more targeted, proactive communication.

It also delivered valuable insights. By linking data from Spotler to customer feedback and CRM software, Naviva gained better visibility into when emails were ignored, which questions remained unanswered, and where improvements were needed. As a result, email became not just a communication tool, but a source of strategic insight.

The power of this case lies in the combination of technology, strategy, and content. Spotler provides the infrastructure, SOLVM the roadmap, and Naviva the expertise and experience. Together, they create emails that matter: relevant, timely, and human.

Looking Ahead: Meaningful Communication Requires Collaboration

What makes this case so powerful is that it shows what’s possible when email communication is well-organized. Instead of fragmented messaging and generic newsletters, you build a communication ecosystem where every message adds value.

This approach is familiar to many organizations in healthcare, education, or services. There are many touchpoints, multiple target groups, and lots of information to share. It’s tempting to use bulk communication—but that rarely leads to true engagement.

The collaboration between Naviva, Spotler, and SOLVM shows there is a better way. By using technology wisely, thinking strategically, and creating empathetic content, communication becomes something that truly resonates with people. We believe this is the future of email marketing: meaningful, data-driven, and human-centered. Whether you work in healthcare, education, or commercial services—those who invest in relevant journeys win the trust of their audience.

This article is written by Hendrik Westerhuis, Senior Content Marketing at Spotler (one the sponsors of the 2025 DDMA Email Marketing Automation Summit).

Hendrik Westerhuis

Senior Content Marketeer | Spotler