While previous AccuList posts focused on direct mail strategies for our museum marketing clients, e-mail marketing is also an area where our expertise can help museums reach new members, event participants, or donors, as well as improve the performance of existing e-mail databases.
Study Museum E-mail Benchmarks and Success Stories
Evidence that e-mail can be a successful player in museums’ multi-channel campaigns comes from Constant Contact’s March 2019 e-mail statistics for house databases in the arts, culture and entertainment vertical (including museums and galleries), which show overall e-mail open rates averaging 17.54%, and click-through rates averaging 6.81% for the vertical. Those results are better than the all-industries averages of 16.74% open rate and 7.43% click-through rate, plus ahead of all but 13 of the 34 verticals tracked, and far ahead of some verticals, such as technology (e.g. web developers), automotive services, salons, retail and consulting. Marketers can also use e-mail to prospect for new members, donors and event participants. For example, marketers report success with event audience building via a series of e-mails that start with a promotion linked to ticket purchase, RSVP and/or social-sharing request, then follow up with reminders prior to the event, and finish with a post-event thanks e-mail that includes a request for an online review. Other successful e-mail series reward loyalty or re-engage dormant supporters by offering special perks (such as discounts). E-mail automation can make contact strategy even easier with programmed triggers, such as a re-engagement e-mail automatically sent six months after a last visit. For some creative inspiration, check out this nonprofit e-mail gallery and Pinterest grouping of museum e-mails.
Invest in Clean, Targeted E-mail Lists
Earning response to a house database or prospect list requires a few e-mail basics: 1) personalized, targeted messaging; 2) a brief subject line that inspires opens and engaging CAN SPAM-compliant creative content that inspires click-throughs; 3) mobile optimization of the e-mail with a clear call-to-action linked to a mobile-optimized digital landing page; and 4) an updated, clean opt-in e-mail list to avoid spam filters. As data experts, AccuList’s services especially focus on the last point. For responsive, targeted prospects, AccuList’s proprietary research has identified the top choices among opt-in e-mail rental lists (plus telemarketing and direct mail lists), including lists of museum members/donors, lists of museum mail-order buyers, and lists by type of museum and collection (download our free compilation of top list datacards). For clean, targeted house lists, AccuList points marketers toward database enhancement and hygiene, including identification of recent e-mail address changes through Electronic Change of Address (ECOA) lists, enhanced targeting by adding demographics from outside lists, and expanded e-mail reach by appending opt-in e-mails to postal records.
Pair Mobile-Optimized E-mail and Landing Pages
Every e-mail—regardless of target audience—needs a clear call-to-action linked to an online page that makes that action easy to accomplish. For fundraising e-mails, check out these best practices suggested by online fundraising software provider DonorBox: 1) include a prominent Donate Now button in the e-mail with a link to an online landing page, either one page for general donations or a page per specific project; 2) include suggested donation amounts on the landing page and tie those amounts to outcomes that show how they will improve the museum and visitors’ experiences; 3) optimize the e-mail and landing page for desktop computers, mobile phones and tablets; 4) include recurring giving options on the online page for higher donor retention; 5) if appropriate include a donation “thermometer” or other graphic of progress on the donation page to encourage more donations; 6) allow for multiple secure payment gateways, such as Apple Pay, Google Pay and PayPal in addition to credit cards; 7) and, finally, make sure the donation form and its processes are as simple, clear and quick as possible.
Combine Social Media Engagement With E-mail Targeting
E-mail can be a natural complement to social media campaigns, which is why social media networks themselves use e-mail marketing for customer retention. Museums can pair social media’s ability to engage and build brand, community and web traffic with e-mail’s advantage in delivering highly targeted and personalized messages, enhancing the power of both channels. Social media apps and forms can be used to capture new e-mail opt-in subscribers, for example. With platforms like Facebook, house e-mail data can be matched with the huge social audience to deliver demographics- and interest-targeted ads and promoted posts to existing names and lookalikes. Social media also is good at soliciting user-generated content (reviews, images, videos and posts), which can be used (with permission) in e-mails to boost response. And both social media and e-mail targets can be matched with direct mail for multi-channel power. Check out AccuList’s social media user lists, Facebook match and target options, and Digital2Direct programs combining direct mail with Facebook or e-mail lists.