Case Studies - Email Marketing

We were asked to review the communications effectiveness for an International membership association. We identified a lack of engagement amongst the membership with specific regard to email traffic; typical open rates were often as low as 9% which we put down to 'email fatigue'. In this case, the Association had got into the habit of using email as an excessive means of communication, so much so that recipients were becoming irritated at trying to keep up-to-date with news and events.

Following a survey of members' needs, we produced two new email headers which split the types of communication into 'event' or 'general news' driven stories. These were then scheduled within a comprehensive timing plan for the year ahead which allows the association to compile the news and publish it in an organised manner. The inclusion of links to stories on the website and photographs enhances the message value and using specific email headers gives visual cues to the recipients so they can choose when to read them.

Statistics in all cases are recorded and studied for improvements.