2016 ACE: Award of Excellence
We faced a common problem for most organizations -- how to get more of our subscribers to actually read our communications. Face it -- people are busy and we get that. Our traditional e-newsletters were getting an average open rate of 21% - a bit low, partly due to the robo sign-ups to our subscriber list. These email addresses grow our subscriber list, but don't open our communications, thereby skewing our open rate percentage. All that aside, remember that number. Beginning in March of 2015, our President & Chief Executive Officer said she wanted to send out a weekly e-news piece with her favorite things from the week. She chose the name 'Friday Favorites' and we came up with an updated format that's image based. Keeping in mind that people usually have very little time to scan a newsletter, we include only 1-3 sentences on each "block" and make the heading for each block a play on words if possible. We include links to more information if necessary, or as a shortcut for the reader to a registration form. These 'blocks' could be Chamber related, like new members, ribbon cuttings, our signature events, accomplishments, etc.; or community events she attended, as well as a few personal wins thrown in occasionally, for better connection and a little fun. This, in effect, is a 'President's Message' with a modern twist.