NB Communication

Targeted email campaigns to promote Shetland

February 24, 2021

As part of our ongoing work promoting Shetland as an attractive place to live, work, study and invest, we recently updated the monthly email newsletters we send to subscribers.

Currently, we create three emails per month targeted at people who have expressed an interest in living or working or visiting Shetland. The Visit newsletter is our biggest audience and we send them inspirational content showcasing Shetland as an attractive place to visit and explore. Our Living and Working newsletter is our fastest growing audience; this email is aimed at those who have shown an interest in moving to Shetland. We send them the latest job opportunities, as well as practical information and advice about living here. The Island Medics newsletter is our most specialist newsletter and is sent to medics and healthcare workers who are interested in working in Shetland.

The purpose of refreshing the emails was to align their design with the ‘Islands of Opportunity’ branding we rolled out across Shetland.org and all its associated marketing channels last year. ‘Islands of Opportunity’ positions Shetland not only as a place with a rich and fascinating culture and heritage but also as a destination that is forward-looking, dynamic and full of untapped potential.

The refresh involved building new, bespoke email templates in Mailchimp, giving each email a clear brand identity and continuity across the three different audience groups. A new header and footer banner has been incorporated into each of the templates, featuring the new brand marque and stunning imagery of the islands, which we can update each month.

As previously, the email content continues to be engaging and informative, with a good mix of news, opportunities, long-form features and videos, as well as regular recipes and competitions. The content, in most cases, drives people to the Shetland.org website where we encourage them to browse and explore further content relating to their areas of interest.

“Alongside social media, these email newsletters give us a regular touchpoint with our audience,” explains David Nicol, NB’s Managing Director. “They’re a great way to share news and keep people updated with what’s going on in Shetland, as well as inspire them to book a trip or plan a move here in the future. The new templates are clean, contemporary and tie in aesthetically with our new brand approach for Shetland.”

To get the best of Shetland delivered direct to your inbox, sign up to one or more of these newsletters.

If you’re interested in finding out more about how we can help with your digital marketing campaigns, please do get in touch.

February 24, 2021

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