Email communications remains a key component of many marketing and communication plans and strategies. At MAC, the Communications Department email communications developed templates for marketing, communications, and registration confirmation emails as well as e-newsletters. The templates created consistency and offered marketing opportunities for major initiatives such as the lottery.
Annually, the department sent out nearly a 1,000 unique email campaigns totaling more than 250,000 emails and averaged 30-plus percent open rates due to careful segmentation and personalized opt-in options. The segmentation was possible because the email engine was tied to the website and membership database.
There were more than 40 different groups and the number of recipients in each group ranged from hundreds to thousands. Groups could be combined to improve marketing and communication efficiencies.
