LACMA’s main way of communicating with its public—the museum sees over 1.2 million visitors annually—was through an antiquated, hard-to-read, and user-unfriendly interface. Given that the museum’s contemporary brand was opposite of the dusty look of its e-mails, I realized it was time to work with the marketing department to completely overhaul the design of the museum’s e-mails.
My solution: a suite of five flexible templates that covered a variety of communications needs. The customizable nature of the templates also allowed for diverse content—from personal letters to GIFs to static images—to be inserted in order to meet the needs of all departments that send e-mail to constituents.
With the redesign came a new, more efficient email platform (Mailchimp), which required an institution-wide overhaul of process and structure for e-mail outreach. Since its launch, e-mail open rates have gone up. In finessing the needs of the museum, I continue to work with marketing to streamline workflow, train users, evaluate successes and failures, and use the tool to the best of its capabilities.
The new e-mail templates I helped create now better reflect LACMA’s brand and has been proven successful in outreach. Hundreds of thousands of e-mail subscribers receive LACMA’s message of art and programming—essentially bringing people all over the world to the museum.
With this project we have created a strong Museum-centric and clearly branded tool for outreach. We can showcase art and programming and connect with ease with hundreds of thousands of email subscribers every day—bringing the Museum to people all over the world.