Research & TrendsNottinghamshire County Council’s email marketing service does well

Nottinghamshire County Council's email marketing service does well

Use of pop-up boxes on popular pages of its website and a user-friendly sign-up page, compatible with mobile devices and desktops, are two of the factors that contributed to a high subscription rate.

Subscriptions to Nottinghamshire County Council’s direct email marketing service are growing at a fast rate using the GovDelivery system.

The rapid rise in interest and success of the service recently earned Nottinghamshire County Council a GovDelivery Outreach and Impact award. The award is given to organisations that substantially build audience reach or an online community to achieve organisational objectives through the use of best practice in digital marketing.

The system allows people signing up to choose which topics they receive information about, with 17 subjects ranging from jobs, libraries and news to health and wellbeing, what’s on and the annual budget consultation.

Over 1,000 new subscribers signed up to receive alerts from the County Council last month, bringing the total number of people receiving messages direct to their inbox to almost 25,000 – just eight months after it was launched.

Nottinghamshire County Council is one of 13 local authorities and other public bodies such as the Met Office and Driving Standards Agency, which use GovDelivery to distribute information directly to individuals.

It puts the rapid rate in growth of subscribers down to a number of measures which have been used to drive-up interest, including:

  • the use pop-up boxes on popular pages of its website
  • the use of Twitter lead generation cards
  • multi-channel promotion of the service through newsletters, lamppost banners
  • user-friendly sign-up page, compatible with mobile devices and desktops

emailme is one of a number of new tools being used by the County Council which has helped reduce spend on marketing by £900,000 and contributed towards channel-shift changes across the authority of around £9.5m.

In a user survey, 69% of subscribers said they feel more informed about Council services and 43% said they feel more satisfied with the Council – both exceeding targets.

Martin Done, Service Director for Communications and Marketing at Nottinghamshire County Council, said: “With almost 500 services to promote, but the need to make £154m in budget cuts up to 2017 we need to get smarter in how we tailor and target information for different audiences and individuals.

“By joining up our promotion of emailme across a range of channels, we have already attracted 25,000 subscribers and we’re in the process of importing two existing email lists, which will put us on target for 35,000 subscribers.

“Being able to track user-journeys – from opening the initial email to clicking the links and accessing information or completing a transaction provides an invaluable insight into both outputs and outcomes – making on-going evaluation a simple process.”

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