AAA Minneapolis encourages email marketing as a promotional activity among all business lines.  However, this is a fast-changing media and requires additional controls and safeguards related to content, frequency, targeted lists, etc.  Our overall goal is to create the best possible member experience by strategically building out relevant, digital marketing strategies that provide our members engaging offers, content and messaging at a frequency they deem appropriate.  Our priority is to keep the members’ best interest at top-of-mind,  so we can properly manage the overall number of touch points a AAA Minneapolis member will receive on any given month. Directing our internal creative team we did an audit of our existing strategies and decided to look at improving this channel.

1. Create a fully responsive template so that we could accommodate a mobile first strategy, since the majority of our users are on mobile or tablet devices.

2. Contemporize our look while also tying everything back to our brand style.

3. Continually have the user experience in mind and solve for any issues.

4. Continually A/B test subject lines, send dates and content in order to maximize open and click through rates.

5. Work with each business line to create relevant and engaging content with click through drivers.

6. Improve the visual hierarchy and above the fold content to be attention grabbing.

7. Utilize data and analytics to guide and improve relevancy.

8. Manage the number of touch points so we do not over communicate and run the risk of opt outs.

9. Target as best as we can to send the most relevant content to right people at the right time.