Product category:
Email marketing
News Release from: Lyris UK | Subject: ListManager
Edited by the Marketingservicestalk Editorial
Team on 04 July 2007
Tate Online selects Lyris UK for email
marketing
Tate Online, the UK's most popular arts website according to Hitwise, has expanded and diversified its audience with ListManager from email marketing specialist Lyris UK.
The website, an integral part of the Tate, now sends almost 350,000 emails a month to keep supporters and visitors up-to-date about events and exhibitions at its four galleries - Tate Britain, Tate Liverpool, Tate Modern and Tate St Ives - as well as new online content The prestigious art museum is committed to providing public access to its national collections of British art and international modern and contemporary art
This article was originally published on Marketingservicestalk on 7 Aug 2007 at 8.00am (UK)
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Tate Online offers digital versions of these collections, as well as producing website-only content.
It also increases the capacity for entry ticket sales, as these are now sold via the website as well as through the telephone booking system.
Tate's email marketing strategy uses Lyris ListManager to enable it to increase its database of contacts so that more people opt in to receive information about its offerings.
Careful segmentation ensures this is tailored to be relevant to individuals' preferences.
Email is used to drive advanced ticket sales, instantly update members about special viewing opportunities, promote Tate Online content and increase traffic to the online shop.
It is also used to keep key contacts such as sponsors and trustees up-to-date with Tate information.
Suzie Blackman, technical manager at Tate Online, commented: "Advances in technology have enabled Tate to greatly enhance its offering and broaden its remit with regard to making works of art easily accessible to the public.
"ListManager from Lyris is a powerful email tool and therefore an essential element of this strategy as it ensures we can communicate our offerings - targeting more people, more effectively and more flexibly".
Andrew Robinson, managing director at Lyris UK, said: "Tate Online is a first-rate example of how an established organisation, renowned for its history and heritage, can embrace 21st century technology to the benefit of everyone.
"Tate has streamlined its communications to be faster and more effective at the same time that it makes information available to a wider audience so that more people can enjoy what it has to offer.".
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