The Cantor Arts Center at Stanford University had a problem. Museum members were not responding to email communications about ways to get involved and support the museum. The Center approached Group of Minds for assistance in overhauling the way the museum was communicating with its members.
Museum email newsletters were difficult and time consuming to put together, got a low open rate, and were not compatible with many modern email clients. Group of Minds researched the list constituents and studied the types of content that received the highest attention. We redesigned the newsletter to match the museum’s website and brand, and trained the museum on creating optimized content, reviewing results, and continually making changes based on usage data. The newsletter was given a warm and welcoming voice, and now features personalized curation of content by museum staff.
The response was instantaneous — the strong visual continuity, curated voice, and content targeted for relevancy resulted in a significant jump in click-thru and share rate. In addition, the time to create member communications was cut by 75%, allowing the museum staff to focus on additional ways to assist members in having incredible experiences.