Newsletters are an important cog in our communications
Newsletters are an important component in the association's communications with its members, but are also used in several other projects related to the association.
– Postman is an extremely effective tool for us to communicate with our members. It also drives a lot of traffic to our website, says Mats Wall, web editor at Svenskt Projektforum (The Swedish Project Management Association). Not only do we use the newsletter for information to our members, we also use it as a marketing tool to get new members and attract attendees to our events," says Mats Wall.
The newsletter works as a complement to the Swedish Project Management Association's other channels, such as its members' magazine and website. Via the newsletter, we also reach those who don't get the members' magazine but are still interested in news.
The association has a stated aim to have a social media presence, and the digital newsletters are an important cog in that work.
– We see clear traffic peaks in the Google Analytics measurement tool directly following newsletter mailings. This reinforces our other social channels such as Facebook, LinkedIn, and Twitter, says Mats Wall.
The statistics tool is an important part of the Swedish Project Management Association's efforts to target communication.
– We keep an eye on who reads what and which articles get the highest opening rates. It works as a rudder for all our communication, because we know where we should steer it, says Mats Wall.
The Swedish Project Management Association also uses other tools in the Paloma range, with good results.
– We have made successful SMS mailings via Paloma for events and the like, it's something we use sparingly but can be justified when we want to reach out with brief, important information. Another thing that is of benefit to us is that we always know the e-mail addresses in our register are active, says Mats Wall.