INCLUDEnyc Navigator
Building an email communication strategy to better reach people in need
To reach and serve more families of young people with disabilities, INCLUDEnyc needed to expand our digital community. Our goals were to make all communications accessible, enjoyable, and bilingual, build email segmentation based on user type and goal, visual and brand consistency, develop automation with subscriber personalization, preferences, and adaptivity, and proactively provide families with appropriate accessible information, news, and events.
- Communications team
- Executive Director
- Email subscribers
- Senior Manager of Disability and Education Policy
To reach and serve more families of young people with disabilities, INCLUDEnyc needed to expand our digital community. Our goals were to make all communications accessible, enjoyable, and bilingual, build email segmentation based on user type and goal, visual and brand consistency, develop automation with subscriber personalization, preferences, and adaptivity, and proactively provide families with appropriate accessible information, news, and events.
- Evaluate current data and email analytics
- Conduct surveys via weekly newsletter
- Hold interviews with NYC program partners as well as parents of young people with disabilities and self-advocates
- Construct a personalized email segmentations based on user need and engagement through Salesforce
- Visual asset creation
- A/B Testing of messaging and cadence
- Deployment for successful pathways
- Low engagement to our core audiences for advocacy and growth on web, social, and email
As a result of the updates, we saw 5% increase in open rate of emails, established email templates that are WCAG AA compliant and provide timely and appropriate content to our wide range of audiences, and initiatied a post-deployment week data review to address issues and identify opportunities.
