How One Mailer Switched to E-Mail and Thrived
Could you survive the switch from direct mail to e-mail? The Museum of Fine Arts, Boston (MFA) did just that — and lived to tell about it at a session during the Annual Conference for Catalog & Multichannel Merchants (ACCM) in New Orleans last month. Here are the lessons the museum learned:
MFA shut down its catalog operations in 2003, but then wanted to reach out to former catalog and Internet customers via e-mail. Resource-constrained, the organization needed to find a way to quickly and efficiently build the requisite e-mail list to go digital in a meaningful way. Organic growth wasn’t sufficient — to date, MFA had accumulated only 10,000 e-mail addresses through brick-and-mortar sign-ups and Web site activity. Meanwhile, its postal database exceeded 400,000 records.
- Companies:
- FreshAddress
- Museum of Fine Arts, Boston
- Places:
- Boston
- New Orleans