The Midnight Run's newsletter
With such a large number of competitors, an effective and easy-to-use tool is need to communicate with them. Midnattsloppet, The Midnight Run, has been using Postman for newsletters for seven years, and now sees it as an essential part of its communication process.
– Thanks to our large database of e-mail addresses, we realise that we are sitting on a commercial gold mine. Many companies beg to advertise in our mailings. But we are very wary about using our communication channel for this, says Göran Qvarfordt, CEO of The Midnight Run.
The Midnight Run prefers to see its newsletter mailings as a great opportunity, partly to recruit new members for coming races, and partly to inform those already signed up about the event.
"Outstanding in terms of cost"
– We have previously used traditional paper mailings in parallel, but this will probably be the last year we do it. We see so many advantages in mailing by e-mail, that paper mailings are pointless. In addition, it's outstanding in terms of cost, says Göran Qvarfordt.
He also argues that traditional paper mailings can, in the worst case, create bad will. The race may already be fully booked by the time the invitations have been sent out and arrived at the door. That can lead to disappointment for those who want to sign up for it.
– There's a directness and interactivity about newsletters that you don't get with traditional mailings. Via Paloma's tools for statistics and surveys, we have good opportunities to check out the impact information has, says Göran Qvarfordt.
Wary of exploiting commercial opportunities
The Midnight Run gets many requests from companies that want to take advantage of the distribution channel offered by the newsletter mailings. But, to gain inclusion, there has to be something that will give the participants added value.
– The contents of our mailings should benefit our participants, and also be strongly associated with the race. For example, if a shoe manufacturer is going to advertise, we want them to be able to offer substantial discounts to our participants, says Göran Qvarfordt.
Furthermore, he believes that it is important to think about how many newsletters can be sent out without the readers tiring of them.
– They mustn't feel they are being spammed. During the recruitment phase, we send out a maximum of one newsletter a month. Once people have registered, we communicate more frequently. It may be about important changes in the race, or something else that the participants need to know. In the final phase, we send a maximum of two letters per week, says Göran Qvarfordt.
Since The Midnight Run administers the tool itself, ease of use is important, and Göran thinks that is one of the big advantages of Postman.
– We are very satisfied with the opportunity direct communication provides. The more digitally connected people become, the more essential it will be. You just have to rise above the noise, and that can be done with a well thought out message. We are targeting 53,000 registered participants this year, and Postman is one of the tools we will use to get there, says Göran Qvarfordt.