Email marketing remains one of the most effective ways that arts organisations can communicate directly with their audiences.
The Optimiser online marketing benchmarking programme captures and compares sector-wide email marketing data. For the first time, the programme has enabled us to measure the level of use and performance of this important online marketing tool within the New Zealand arts sector. This information was used to address five key questions about email marketing in the New Zealand arts sector. In the pilot year of Optimiser (1 July 2012 – 30 June 2013) we collected data from the Optimiser participants who were using an email management service (28 of the total 38 participants). We are continuing to collect a second year of data to make comparisons and undertake mini-studies and ongoing analysis of particular trends.