RAF Museum
The Royal Air Force Museum, Britain's only national museum dedicated wholly to aviation with sites in North London and Shropshire, was seeking a user-friendly email marketing platform to enable its internal marketing team to easily edit, manage and monitor its monthly campaigns. The company was also looking to receive better deliverability, open rates and click-through results than its current provider had supplied.
Strategy
little green plane's plan was to undertake a consultation process to understand the RAF Museum's marketing objectives from the outset, to improve the design and feel of the email itself and to educate the team on email marketing best practice.
Execution
little green plane designed a bespoke template that replicated the RAF's website whilst adhering to the Museum's stringent brand guidelines. The email was established so that members of the RAF Museum's marketing team could edit all text and images using a Word-style interface and could manage all future campaigns. little green plane also managed the organisation's large database of contacts, ensuring a strict unsubscribe management process was in place as well as a full-featured API. As part of the execution, little green plane led a one-day training session to ten RAF Museum marketing representatives to educate museum staff on all aspects of email marketing design, deliverability and testing best practice.
Results
The RAF Museum received over 80 emails congratulating them on its new email marketing campaign, and an additional 26 offers of new donations. They also received an open rate that was double the industry average. little green plane provided an easy-to-use system for the RAF Museum as part of its integrated marketing activity and delivered best-practice advice and guidance on email marketing.
The RAF Museum is confident that the email marketing campaign will have a longer term impact in increasing visitor numbers. After the first mailing the museum received a substantial number of comments from recipients, particularly those from abroad, stating that they would visit the Museum in the near future. In addition to this individual recipients have re-distributed the email to various aviation and heritage forums, giving this communication several new platforms in which to talk to an even wider audience on.
www.rafmuseum.org.uk