Newsletter Process Re-Invented
The Hospitality Alliance informed us that one of their goals was to increase their mailing list. My team approached this by redesigning the homepage and creating a new path to both subscribe and unsubscribe from the mailing list. As the content lead, I primarily focused on researching and designing the subscription process.
During my research, I learned that one of the best ways to increase the size of a mailing list was to keep the subscribers that you have. On average, mailing lists in general loose 25% of their list to unsubscribes. In 2018, the Alliance sent out over 300 emails to their list - which is a lot of emails to receive if you only signed up to be kept in the loop about legislative issues or if you wanted to make sure you received notification about the annual Alliance Hospitality Awards event. If a user clicked the link to manage preferences, no options were presented. Also, there were no options to select when a user first signs up for the mailing list.