An e-newsletter campaign forming part of the marketing mix
Emareting to increase awareness
The main aims of this project were to build a quality database of subscribers willing to receive the zoos’ monthly e-newsletters and to achieve a ‘unique open rate’ of 20% and a ‘unique click-through rate’ (CTR) of 10%.
Once data cleaning of e-mail addresses collected since 2005 had taken place, via an initial e-newsletter, the strategy was implemented. E-newsletters are sent out each month to contacts on the database.
They had taken the same format until July but the CTR of each story has been analysed and the content of the newsletters has now changed as a result. A data capture e-mail was sent out in February with the aim of building a profile of our subscribers to enable more targeted and tactical mailings in the future. We now have profiles of 30% of the subscribers.
People are encouraged to subscribe in a number of different ways including signing-up through the websites, giving their address when opting-in to Gift Aid, visitor surveys, competitions, vouchers and promotional postcards distributed both within and outside of the zoos.
The service is also offered to annual members and adopters as an additional benefit. The project has been a successful part of the marketing mix. There are currently just under 10,000 subscribers. We have exceeded our targets on open-rates and CTRs – a 24.8% unique open rate and a 14.5% unique CTR.
Through analysis and evaluation of the statistics we have useful data will be incorporated into the strategic plan for the next year to achieve higher open rates and CTRs.
SWEP Paignton Zoo Environmental Park
COMMENDATION received in BIAZA Awards 2007 for Best marketing project - Amanda Alabaster Award