Sarah Leggett, Marketing Manager

17 May 2012

Ten years of email marketing at The National Archives

Ten years on

• October 2002: 5,000 subscribers

• October 2003: 50,000 subscribers

• May 2012: 190,000 subscribers

Monthly news and updates

• Regular communication tool for our customer base

• Average 32% open and click-to-open rates

• Still relevant and more effective than social media for communicating with our average customer

…and lots more!

• Crucial channel for promoting our commercial services (bookshop, digitised records)

• Important leverage for licensing and partnership deals

Who are our subscribers?

..and where in the world are they?!

Our plans

• Continue to build our database: cross-promotion with social media, recruit on site visitors, embed sign-up widget in blog

• Integration with CRM: segmentation, targeting, gather more data

• Trying new ideas: design, content, timing (geographical), dynamic content, personalisation, re-engagement

• Develop how we use email for stakeholder updates (archives sector, academic research, government contacts)

• Sign up now at nationalarchives.gov.uk/enewsletter