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Chapter 7: Engagement Marketing in Actio... > Multiple Touch Points Keep People Co...

Multiple Touch Points Keep People Connected and Informed

The Currier has depended on e-mail marketing since 2004 and sends out its main e-newsletter, eNews, to over 7,000 subscribers on the first day of each month. The timing is especially important because the Museum holds its First Thursdays Live event on the first Thursday of each month. (Programming includes special exhibitions, gallery tours, a chance to mingle with other art patrons, and live music.) Each e-newsletter is packed full of news about exhibitions, tours, family events, art classes, and more. “We’ve had people opt out of receiving the print newsletter, so the electronic version, delivered on a monthly basis, keeps them connected,” says Jaffe. The Museum also sends separate “e-blasts” to those who have chosen to receive news about the Museum’s Art Center, which provides art classes, camps, and workshops for children, teens, and adults. In addition to the e-newsletters, the marketing team sends out targeted e-mails alerting people to exhibitions and other timely annou....


  

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