Case study - Wallspace

Wallspace, a not-for-profit organisation, was launched in 2006 at All Hallows Church, London Wall. It is an exhibition space designed to explore the relationships between art and spirituality.

Wallspace offers a broad range of exhibitions that demonstrate the richness, diversity and risk of contemporary work in this field.

Problem

Wallspace was using Microsoft® Office Outlook® to send out email communications to its contacts database. However, as emails could only be sent to 50-100 contacts at a time, it proved very time consuming.

Also, using this system did not provide Wallspace with any feedback regarding who opened the email or what they did with it.

Solution

Paul de Ridder of IRUN-Docklands recommended the use of IRUN’s Customer Relationship Management system, InTouch. The InTouch system eliminates the guess work from any marketing campaign as the user-friendly InTouch interface gives Wallspace instant feedback on their communications. This means they can break down the figures in terms of where the email went, who opened it and what they actually did with it.

Wallspace’s database of approximately 2,200 contacts was loaded into their InTouch account. The contacts were then separated into different groups depending on the type of contact they were, i.e. potential sponsors (‘friends’), established artists, emerging artists, art organisation etc., so any email campaigns sent can be targeted at specific groups.

Result

Wallspace now uses InTouch to actively email:

• potential sponsors to help raise the profile of the organisation
• existing sponsors inviting them to private views of new exhibitions
• a monthly newsletter to artists giving details of upcoming exhibitions.

One campaign sent by Wallspace resulted in an open rate of 38.63% which far exceeds the average email open rate of 13.98%*.
 *source: MailerMailer.com