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SmithSonianmagazine:
EMAIL DESIGN& APPEALINGCONTENTDRIVES RESULTS
a caSe Study
 
SMIThSONIAN MAGAzINE
page 1
Eroi.com
Ss m
:
 
Ea Des &Aea ce Dves ress
Smitsonian Magaine is one of te nation’s most respected publications. Created formodern, well-rounded individuals wit diverse interests, it cronicles te arts, istory,sciences and popular culture of te times. Wit compelling writing and images tat con-tinue to jump off te page, wy sould teir email marketing campaigns be any different?Te Smitsonian partnered wit eROI to elp grow te Smitsonian brand online anddrive subscription renewals troug teir email campaigns.Before redesigning te Smitsonian emails, eROI created a free screensaver wicte Smitsonian could offer as an incentive for renewal. Recipients could downloadit from te Smitsonian website. Te offer resulted in a
231% ease  eeasss
.
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SMIThSONIAN MAGAzINE
page 2
Eroi.com
chAllEngE
Coming off te eels of te successful screen saver email offer, te next callenge wasto furter improve te long term effectiveness of all Smitsonian emails wit a strategicredesign. Besides maintaining te Smitsonian’s ig standards for writing and imag-ery, eROI was callenged wit beating te effectiveness of te Smitsonian controlemail by increasing open and conversion rates for new and existing customers. Anotercallenge was te need to build demand across a varied demograpic, including olderaudiences tat migt ave trouble viewing content and younger audiences tat aren’ttraditionally interested in istory or museums.
Solution
eROI’s solution was to present te Smitsonian brand in an exciting way, capturing teattention of te audience witout taking away from te look of te magaine. Te emailwas packaged in a way tat encouraged a full read and compelled te reader to action.
“
thE SmithSoniAn incrEASED Sub-ScriptionS 11% with prEciSE brAnDprESEntAtion AnD EmAil mArkEtingbESt prActicES
”
Old Subscrition emil Nw Subscrition emil 
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