NEWSLETTERS, AN ESSENTIAL TOOL TO KEEP CHANNELS OPEN WITH THE PUBLIC
The lockdown periods were spent in hectic newsletter design activities. Newsletters had to be sent out at a sustained pace to keep in touch with Sesame visitors and subscribers, keep them informed of all the news and relay the content posted online. This work has paid off and proven its effectiveness.
Two newsletters were sent out twice a week to two con- tact categories: Sesame subscribers (14,000 contacts on average), and Grand Palais ticket buyers (120,000 contacts on average).
The editorial line of these newsletters was developed through a transversal approach involving all teams at the Rmn - Grand Palais. While the first emails mainly focused on upcoming exhibitions, the high mailing frequency also enabled different aspects of the digital ecosystem of the Rmn Grand Palais to be highlighted (YouTube channel, Histoire par l Image site, the site of the photo agency) through currently relevant works and subjects such as Femme, femme, femme or À table!
The content for the Pompeii exhibition was very popu- lar with internet users, with an opening rate of 58%. The newsletters on the themes of women, colours and love also generated interest, with opening rates of 56% and 53% re- spectively. New media, including podcasts, which had been rarely used up to then, also piqued the audience s curiosity.