To connect to their audience through email and how one organization

The story is a familiar one: organization information value and will be relevant to their customers, but they actually have a problem to reach that audience. Like Joe Walters, member involvement coordinator at the University of Essex students ' Union was a problem for.
Start building a relationship with the students Union new wanted., Seth Godin intent in "permission marketing" will want some help students registered for my email newsletter.
We told her how she creates compelling content for students to join, and then get to the Union plan for building. Here is the plan proved itself: awesome.
Union Freshers week, before starting school, and launched their own website. Site sign up students for lightbox form and an inline include:


"Faculty" or "graduate" to select it, you can subscribe to a different group, making it easy to segment visitors.
"We have other requirements for undergraduates, graduate students, our research often historically has been less involved in our activities and know the level of graduate and undergraduate study, in other words by decided to segment. There was some content alignment by showing these students, and to them we know they are keen to relevant issues "Joe says.
Joe Freshers weeks during the summer, the Subscriber to get created a series of auto-reply email. Each email is one of the Union's areas of responsibility and pay attention to their Freshers tips and information related to elect officers.
Content, Joe, you can use a variety of resources. "We've had in the past, information on our website we have freshers ' in which students can learn the most attention, so looked at the site statistics. We want to know what the most successful email that student, they want than we hear them, we were focused on trying to find "Joe says.
And students are focused on the key you want to hear? "The student's point of view rather than to constantly promote themselves at things to think about." in accordance with article
Here is one of a series of emails.


In addition to the Student Union here, love to make email and other things right: each branding with logo, such as email, personal author topMaking Topusing the useful links and additional information, including the side bar templates

These are all elements that contribute to the result that the Union was able to achieve.
Here is the result of a series of emails.

(Click is referenced in full.)
The vast majority of subscribers to click through to the website even these email open.
"We don't have any concrete evidence that even though we are new students and the Union has contributed to a better relationship between the campaign and think" Joe said.
At the end of the year, the survey subscribers and non-subscribers. One of the questions will ask students if you have received a newsletter Freshers. In recognition of the services provided by Joe Union questions, want to compare these responses. She is a better recognition and expect a high opinion of the Union at the Subscriber.
Joe is definitely for the next group of students want to keep this campaign. "Next year, we may include a segment of another couple and we generally less engaged in the Union and our email to them to another group that can be adjusted," Joe says.
We love to hear success stories of our customers! How do I connect the target user?
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