City of Milan

Goals

Communicate upcoming cultural events in a quick and easy-to-read format;
Increase the visibility of cultural events;
Double the current number of recipients;
Create a communication tool and strategy that is flexible, easy to modify, and compatible with the City's limited budget.

Solutions

The MailUp design team created a new "Cultural News" newsletter that is easy to read and edit, optimized for the most popular email clients. MailUp recommended - and the City agreed to - the appointment of a person responsible for aggregating the content and creating new messages with it. A new sign up form was created and added to the City's Web site to allow citizens to easily subscribe to the newsletter. Social media sharing was made part of the message, to encourage recipients database expansion via viral marketing.

Results

The launch of the first newsletter, presented by Cultural Director Massimiliano Finazzaer Flory, quickly lead to some remarkable results:

Over 30% open rate
Recipients unsubscribing at a rate below 0,1%
Substantial amount of recipients forwarding the message to others
An immediate 10% increase of the recipients database

http://www.comune.milano.it | To subscribe to the City of Milan cultural newsletter, click here >