Email marketing is still seen as one of the most effective ways to communicate with museum audiences. It’s hardly surprising, despite the rise of social media channels people are using email more than ever with 102.6 trillion emails sent every year.
While Teenagers and Young Adults might use apps to communicate with friends they still have email accounts with more than 50% subscribing to marketing emails from retailers.
This is one reason that email use is predicted to continue to increase over the next few years.
Museums know that email is an effective channel to drive visitation and boost attendance. In this article, we’ll look at one of the tools that can help your museum with email marketing, Constant Contact.
Constant Contact is one of the most popular email marketing tools in the arts. First launched in 1995 they’ve more than 650,000 users.
Constant Contact allows you to build a list of email subscribers through a snippet of code that can be added to your website. Subscribers are added to your Constant Contact account which allows you to create eye-catching e-newsletters through drag and drop templates.
If you already have an email list, you’re able to import this into your account. Constant Contact also comes with a long list of integrations that can link it to everything from Facebook through to WordPress.
Constant Contact allows you to create your email newsletter with a simple drag and drop builder, and once you’ve sent the email you can track the open rate and click-throughs.
The price of Constant Contact depends on how many subscribers you have. 0 – 500 subscribers will cost you $20 per month, while the top tier of 35,001 – 50,000 subscribers will cost $335 per month.
As 50,000 is the maximum subscriber number, larger museums probably won’t find Constant Contact suitable.
Constant Contact also has a more expensive Plus version which includes A/B testing, event marketing, automations and more. This would cost $125 for a museum with a list of 5000 – 10,000 subscribers.
Email is an essential marketing tool for museums and from integration into your website through to creating impactful emails Constant Contact is a simple and effective tool that can get your e-newsletter up and running in just a few hours.
If you have a large email list, the $335 per month price point for 35,001 – 50,000 subscribers is a lot and other tools might be more cost-effective, but Constant Contact is a great place to start.
Constant Contact offers a free trail, so if you’re curious to try the drag and drop editor and see what it can do give it a go.
*Disclosure, we are affiliates for Constant Contact. This means we receive a commission should someone click through from our website and purchase their product.
For sixteen years Jim Richardson led a creative agency working with some of the world’s best known museums.
His work helped these institutions to encourage arts audiences to take that next positive step, converting a passing interest into a ticket purchase, a website hit into an actual visit, an appreciation into real involvement?
Through this work he became interested in how technology was changing audience expectations. In 2007 he started to document ‘what’s next for museum?’ on a blog, and two years later he organised the first MuseumNext conference to expand on this question.
MuseumNext now takes place in cultural capitals around the world, bringing together a community of museum professionals with a shared ambition to make museums the best that they can be.
In 2012, Jim developed the Digital Engagement Framework with his colleague Jasper Visser to provide arts organisations with a strategic approach to technology. This is now used by hundreds of cultural organisations around the world and the subject of two books.
Jim now splits his time between working on MuseumNext and delivering consultancy for museums and tech companies.