Email marketing
MGM Workshop on new media
Very interesting half day seminar organised on new media by Museums and Galleries month at the London Metropolitan Archives.
The first section was about how to get the most out of email marketing, the second featured a new media technology for mobile phones.
The first point raised by Michael Leiden was that e-marketing should be part of the main marketing plan and e-marketing needed to have clear objectives.
Marketing emails, newsletters, e-zines - should not be sent on monday or friday when they are likely to be deleted! They should have content at the top of them so that readers can see bullet points in the preview pane of the email reader. Content should be, ideally, 2/3 tell 1/3 sell - otherwise people get fed up!
You need to track your emails - how many are reading them?
Piggyback onto larger campaigns and TV shows.
Ed-Advertising is probably too expensive for an arts organisation - 5 - 25p per click.
Gorm Ashurst of Bullet mentioned a list programme called 1-2-All which helps manage email lists. This allows sophisticated tracking as well as subscription handling of the type you can get for free from YahooGroups.
John Pratty of the 24 Hour Museum showed how, if we use the 24 hour museum site we can get our events a much wider circulation. This can be done by using their Direct Date Entry (DDE) system. They are now using RSS links to distribute museum events to news feeds and it is working really well in building use of the 24hourmuseum web site. They have a user generated programme based on storyteller to engage the public.
I reviewed the Old Operating Theatre's email and created the following - up list as follows:
1. Web Site - Content remains king - flashy flash not significant
2. Emails - try to change culture gradually from events only to a newsletter and use this to create a user group - i.e. Tell needs to go up and Sell% down.
3. Mail outs mid week
4. Use the Salon-ifa style e-zine method - i.e. a hyper link content list at the top of the e-zine, with content futher down so that people can instantly go to the bits of email that they are interested in.
5. Look for list builder or 1-2-all to improve ease of use of maintenance of list.
6. Look up wilsonweb for futher tips
7. Email John Pratty to find out how to put an RSS box on site with london news
8. Press Release about our new RSS feeds?
9. Follow up MGM month director's event and evening event.
10. Revisit the London Grid for learning.
11. Email MGM re helping them make their so-called 'trails' into practical walks.
John Pratty gave an interesting thought - there are more robots running around the web than humans.
Very interesting half day seminar organised on new media by Museums and Galleries month at the London Metropolitan Archives.
The first section was about how to get the most out of email marketing, the second featured a new media technology for mobile phones.
The first point raised by Michael Leiden was that e-marketing should be part of the main marketing plan and e-marketing needed to have clear objectives.
Marketing emails, newsletters, e-zines - should not be sent on monday or friday when they are likely to be deleted! They should have content at the top of them so that readers can see bullet points in the preview pane of the email reader. Content should be, ideally, 2/3 tell 1/3 sell - otherwise people get fed up!
You need to track your emails - how many are reading them?
Piggyback onto larger campaigns and TV shows.
Ed-Advertising is probably too expensive for an arts organisation - 5 - 25p per click.
Gorm Ashurst of Bullet mentioned a list programme called 1-2-All which helps manage email lists. This allows sophisticated tracking as well as subscription handling of the type you can get for free from YahooGroups.
John Pratty of the 24 Hour Museum showed how, if we use the 24 hour museum site we can get our events a much wider circulation. This can be done by using their Direct Date Entry (DDE) system. They are now using RSS links to distribute museum events to news feeds and it is working really well in building use of the 24hourmuseum web site. They have a user generated programme based on storyteller to engage the public.
I reviewed the Old Operating Theatre's email and created the following - up list as follows:
1. Web Site - Content remains king - flashy flash not significant
2. Emails - try to change culture gradually from events only to a newsletter and use this to create a user group - i.e. Tell needs to go up and Sell% down.
3. Mail outs mid week
4. Use the Salon-ifa style e-zine method - i.e. a hyper link content list at the top of the e-zine, with content futher down so that people can instantly go to the bits of email that they are interested in.
5. Look for list builder or 1-2-all to improve ease of use of maintenance of list.
6. Look up wilsonweb for futher tips
7. Email John Pratty to find out how to put an RSS box on site with london news
8. Press Release about our new RSS feeds?
9. Follow up MGM month director's event and evening event.
10. Revisit the London Grid for learning.
11. Email MGM re helping them make their so-called 'trails' into practical walks.
John Pratty gave an interesting thought - there are more robots running around the web than humans.
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