Overview
The Institute for Learning (IfL) is the independent professional body for teachers and trainers working in further education and skills. IfL is committed to enhancing the professional status, career progression and continuing professional development of its members to the benefit of young and adult learners, their employers, the economy, and society at large.
Objective
A review of IfL’s email communications showed that IfL needed to improve engagement through online channels with its members. The previous email templates were particularly difficult to use/edit.
IfL wanted to deliver a user-friendly series of emails to members using cost-effective tools.
Solution
A series of six email templates were produced for enewsletters. They presented a consistent brand across all formats, whilst also having a distinct look that made them stand out. (see right)
The emailing system enabled the users to edit both images and text quickly and easily and without developer input, thereby controlling costs.
Results
The jump in unique click-throughs from as low as 5% to more than 15% clearly shows how the recipients of the emails prefer the new, much cleaner, designs.
The new email system is much easier to use, allowing the client to drill down and understand what content is working and what isn’t.
What the client said...
“Working with Lorna has made my busy life easier. After the initial briefing session the next meeting lasted only 15 minutes. 3mil’s first designs met our brief completely and even had a few extra value-adds as they added a few of their own ideas.”
Marie Ashton - Head of Marketing and Communications
