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MailcampMay 17th 2012
The NAO’s use of email marketingNAO Communications Team
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Why do we use email marketing?
Efficient
Branded
Easy
Measurable
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Who are we communicating with?
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Who are we communicating with?
Clients: topic interest groups 28%
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Who are we communicating with?
Clients: topic interest groups 28%Clients: survey groups 32%
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Who are we communicating with?
Clients: topic interest groups 28%Clients: survey groups 32%Graduates 36%
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Who are we communicating with?
Clients: topic interest groups 28%Clients: survey groups 32%Graduates 36%Staff 4%
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What types of email campaigns are we sending?• Information regarding the publication of a report
or other product• General email newsletters about our work• Tailored newsletters to specific client groups• Invitations to events• Invitations to take part in a survey• Graduate recruitment campaigns• Internal staff communications
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Example 1: Graduate Recruitment Campaign• Email was part of our integrated marketing campaign
• 12 events in 2011• 1744 contacts captured• Email follow-up achieved 40% ‘open’ and 26% ‘click through’ rate
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Example 2: Client e-newsletter• Piloted with 47 client
contacts in March - 40% open rate
• Tailored version piloted with 61 DCMS clients – 44% open rate
• Some forwarding and click-throughs
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What have we learned?
TEST
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What have we learned?
TEST GSI
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What have we learned?
TEST GSI FEAR
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What have we learned?
TEST GSI FEAR TIMING
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What have we learned?
TEST GSI FEAR TIMING ENGAGEMENT
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What have we learned?
TEST GSI FEAR TIMING ENGAGEMENT CREATIVITY
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What have we learned?
TEST GSI FEAR TIMING ENGAGEMENT CREATIVITY SIMPLIFY
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What have we learned?
TEST GSI FEAR TIMING ENGAGEMENT CREATIVITY SIMPLIFY GOOGLE ANALYTICS
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Results
11
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Results
11
14,900
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Results
11
14,900
32%
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Results
11
14,900
32%15%
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Results
11
14,900
32%15% 1%
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Future plans
• Tailoring the newsletter• More internal use• Use survey function• Auto Responding• More integrated campaigns • Continual evaluation and learning• Split testing
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Any questions?