nick halliday, nao

MailcampMay 17th 2012

The NAO’s use of email marketingNAO Communications Team

Mailcamp

Why do we use email marketing?

Efficient

Branded

Easy

Measurable

Mailcamp

Who are we communicating with?

Mailcamp

Who are we communicating with?

Clients: topic interest groups 28%

Mailcamp

Who are we communicating with?

Clients: topic interest groups 28%Clients: survey groups 32%

Mailcamp

Who are we communicating with?

Clients: topic interest groups 28%Clients: survey groups 32%Graduates 36%

Mailcamp

Who are we communicating with?

Clients: topic interest groups 28%Clients: survey groups 32%Graduates 36%Staff 4%

Mailcamp

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

Mailcamp

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

Mailcamp

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

Mailcamp

What have we learned?

TEST

Mailcamp

What have we learned?

TEST GSI

Mailcamp

What have we learned?

TEST GSI FEAR

Mailcamp

What have we learned?

TEST GSI FEAR TIMING

Mailcamp

What have we learned?

TEST GSI FEAR TIMING ENGAGEMENT

Mailcamp

What have we learned?

TEST GSI FEAR TIMING ENGAGEMENT CREATIVITY

Mailcamp

What have we learned?

TEST GSI FEAR TIMING ENGAGEMENT CREATIVITY SIMPLIFY

Mailcamp

What have we learned?

TEST GSI FEAR TIMING ENGAGEMENT CREATIVITY SIMPLIFY GOOGLE ANALYTICS

Mailcamp

Results

11

Mailcamp

Results

11

14,900

Mailcamp

Results

11

14,900

32%

Mailcamp

Results

11

14,900

32%15%

Mailcamp

Results

11

14,900

32%15% 1%

Mailcamp

Future plans

• Tailoring the newsletter• More internal use• Use survey function• Auto Responding• More integrated campaigns • Continual evaluation and learning• Split testing

Mailcamp

Any questions?