Date: Monday, July 8, 2019
Attendees: @Ryan_Gilmore , @LandraRobertson , @anna_brown, Joe Furbee, Shelly Sessoms, Jen Hitchens (Barclays), Bethany McKelvey (Barclays)
History: @Jeff_Perkinson , received a newsletter from Barclays Travel community. We liked the layout and personalization of the newsletter. Since JMP and SAS were embarking on newsletter campaign, we contacted Amanda Cummings, from Khoros, who introduced us to Jen and Bethany. Barclays has been doing newsletter of some type since 2012.
The Barclays newsletter has two purposes:
- Re-engage existing community members
- Attract new community members
After a newsletter is sent, there is an increase in hits on the community. Overall, there have been increased registrations, engagement, and page views of newsletter content.
The content includes quick hits of things going on in the community or a summary of the blogs. The newsletter attempts to have a theme, e.g. summer travel destinations for a June newsletter. They use existing content that is usually not more than 2 months old. All contents is approved by legal.
The newsletter email list includes more than just community members. Epsilon is the company used for the email blast. Templates have been built consisting of parts that can be turned on/off depending on the desired layout/content. Drafts of the newsletter are done in Adobe Photoshop. After an internal review process, all assests are sent to Epsilon. A test email is sent to the campaign owners. Overall, the process takes about 2 weeks. Very little of the process is automated.
While the content does contains from personalization "stats", the content is not personalized. Content personalization is on their roadmap.
It was recommended that the person who puts the newsletter together be the one to coordinate with the email team.
Opting out of the newletter is separate from opting out of both the marketing materials and the community.
