Goat E-newsletter 2009/10

Summary

The MLA Goats on the Move eNewsletter is the primary communication tool for the Australian goat industry. It had been in circulation since 2005 and though it had been consistently performing well, it had not been formally reviewed to ensure it met subscriber needs, resonated with the readers and was relevant and engaging. The review was also designed to highlight opportunities for improvement.
During the review of the Goats on the Move eNewsletter to following were investigated:Identification of recipients who were not opening the eNewsletter frequently and establishment of why and how the eNewsletter can be improved to engage with these recipients.
Identification of subscribers who were also subscribing to the MLA MBfP eNewsletter, the Making More From Sheep Newsletter, and other relevant livestock industry newsletters.
Using specific articles as examples, establishment of actions subscribers took as a result of reading the eNewsletter.
Determination of the most appropriate day and time for the eNewsletter to be sent.
Identification of levels of satisfaction with the eNewsletter, particularly focused around what topics and/or features are favoured, and why.
Identification of areas of the eNewsletter which warranted improvement or revision (i.e.: topics, length, number of articles, print-friendly requirements etc.)
Testing of a number of design changes to determine the most effective design.