Client Requirements

ExCeL London needed reliable and efficient email newsletter that would allow them to correspond directly with their three target groups; Visitors, Exhibitors, Organisers.

Technologies Utilized

Lyris (emailer software), Custom Link Tracker.

Results

A monthly newsletter that is tailored to ExCeL London's audience, running from an off the shelf system with additional bespoke functionality that collates stats on user clicks, bounces and un-subscribes.

ExCeL London, the capital's state of the art and biggest exhibition and event venue needed a communication vehicle that would allow it to market directly to its email lists of visitors, exhibitors and event organizers. They wanted emails to reflect its branding and corporate look and feel but they didn' t want to blindly fire out emails without being able to learn its audience's likes and dislikes.

After a review of the email list manager products available, we settled on Lyris ListManager as the best, most economic option. We worked with the ExCeL London Branding team to produce email templates that not only echoed their branding and style guidelines, but would also accommodate different numbers and sizes of news article where necessary, without the need for any redesign work.

Our experience of Lyris ListManager www.lyris.com enabled us to create audience specific templates for the newsletters. Building these in a modular fashion, gave us a palette of templates suitable for each of the three key target groups on the ExCeL mailers, resulting in more code re-use, lowered costs and faster turn around, as well as providing familiarity and consistency in the brand.

In addition to the email templates, we check the mails in popular email clients (including online ones such as Hotmail and Gmail) to ensure that the newsletters are always rendered correctly. Even When special style sheets override our layout we work to ensure that the newsletter's look degrades gracefully.

We also created a bespoke tracking system that reports back to ExCeL useful stats about the mail shot like the number of click-throughs and popularity of the stories presented.