Email newsletter for Communications, Awareness, and engagement

CLIENT
Detroit/Wayne County Port Authority

KEY SERVICES
Digital Marketing

THE CHALLENGE
The Detroit/Wayne County Port Authority (DWCPA) is a government agency located in Detroit that aims to advance southeast Michigan’s maritime and related industries. The DWCPA enlists WayPoint’s services for overall marketing support; this particular project focused on the creation of an email newsletter to help provide timely updates to the DWCPA’s various constituents on a consistent basis.

OUR APPROACH
This project was larger than just developing content for the newsletter. First, WayPoint had to establish an email-marketing platform for the DWCPA and implement various mechanisms to help the DWCPA organically grow its email list.

In order to do this, WayPoint took several different approaches to capture the most appropriate audiences. This included creating clean and simple email subscription forms and strategic email capture pop-ups on the DWCPA website, promoting opt-ins through the DWCPA’s social channels, and leveraging various events for in-person opt-ins. All of these efforts helped to ensure that the audiences being communicated to via the newsletter were relevant and aligned to the content that was being distributed.

WayPoint turned the DWCPA’s loose collection of email addresses and infrequent communication into a qualified list of nearly 300 contacts who now receive relevant content on a quarterly basis. This type of consistent, meaningful content allows subscribers to keep their fingers on the pulse of the happenings surrounding the DWCPA.

This ongoing project continues to result in strong engagement metrics and healthy, organic email list growth.

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