Museo Artequin

“Our way of sharing our information has improved enormously. Creating newsletters with Mailrelay is fast and very easy to use. Mailrelay is clear and efficient, turning something that used to be a hassle for us into something quick and reliable.”

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Key Points

• Measuring the impact of campaigns
• Time savings
• Optimizing DNS

About Museo Artequín

Artequin is a non-profit organization (Corporación Espacio Para el Arte, ARTEQUIN) supported by the Illustrious Municipality of Santiago and by private enterprise, through its Founding Partners: Empresas CMPC and El Mercurio. It is also funded by the National Council for Culture and the Arts, the National Fund for Cultural and Artistic Development of Chile.

Its mission is to be a living space that encourages the appreciation of art and creativity in its visitors, through a museological approach and an interactive educational methodology.

It is a space of educational support for teachers, incorporating minimum core content and cross-curricular content into its methodological approach, making it an educational tool that supports the teaching of art.

At Artequin, the methodological approach is aimed mainly at Pre-primary, Primary and Secondary school students, with Primary school students being the segment that visits the Museum the most. In addition, Artequin daily receives various social, cultural and higher education institutions, groups with special educational needs, and family groups.

Objectives

Museo Artequin has a database that it has been building over its 21 years of work. In its early days, a newsletter was created in Microsoft Word with a few images, which was sent monthly through the museum’s institutional email. This made it possible to send emails to 100 users at a time, so the process took a long time.

As the client states: “Another problem with this kind of email marketing campaign is that many emails are unused or bounce, and there’s no way to estimate how many people opened the message, how many actually received it, or whether the email ends up marked as spam.

What we were looking for when we became Mailrelay users was to speed up the process of sending information, so we could send newsletters every 15 days; we also wanted more order and clarity, which, among other things, is what Mailrelay provides. Another important factor was that we wanted to get to know our visitors a bit better: how many receive the information, how many open it, etc.”

Actions Taken

Mailrelay trained Museo Artequin’s staff in everything related to sending email marketing so that they could design effective, appealing newsletters capable of getting past the anti-spam filters of the servers that manage the email addresses on their contact list without any problems.

Likewise, they were able to adjust their DNS settings so that their sender domain would have a high reputation, as well as have a subscriber capture and management system that would save them time.

Results

With the use of Mailrelay, Museo Artequin’s email marketing efforts have gone from being a costly task with no way of knowing whether the communications were effective, to something that can be repeated regularly with virtually no effort, backed by reliable data on the impact each mailing has.

As the client states: “We’ve managed to speed up the process of sending information, and can now use that time to grow our database or work on other tasks. We’ve also managed to establish a clear and direct biweekly connection with our audience, with the newsletter being something they look forward to.

Our way of sharing our information has improved enormously. Mailrelay is fast, very easy to use, clear and efficient, turning something that used to be a hassle for us into something quick and reliable.”

“We are a museum in Santiago, Chile; we work with reproductions of works of art, and our mission is purely educational. We receive around 75,000 visitors a year; we are a very small team, having to handle everything, which takes time away from our usual tasks. When it comes to the museum’s Communications, there’s one person who handles everything — from agreements and fundraising to promoting activities and workshops, social media, and of course, sending information to our audience. This is why Mailrelay is fundamentally helpful when it comes to communicating with our visitors in a regular, clear and efficient way. It saves us a lot of time when sending information and improves the quality of our communications, since it’s a well-organized newsletter that’s sent regularly and through which we can find out in detail how it was received.
We are satisfied and grateful for the service, since it has helped us tremendously, and we also want to highlight that whenever there’s a problem, the Mailrelay team is ready to help without hesitation.”

Soffia Forttes

Communications Manager at Museo Artequin