- TRCA newsletters must be distributed through a corporate MailChimp account.
- Communications, Marketing and Events staff design and set up newsletter templates according to branding and AODA requirements.
- Selected Communications, Marketing and Events business unit staff manage contact lists according to CASL (Canada’s Anti-Spam Legislation) and MFIPPA (Municipal Freedom of Information and Protection of Privacy Act) requirements. In order to protect the privacy of all contacts within the account, only approved staff have access to the contact lists. Creation and distribution of newsletters are also limited to designated Communications, Marketing and Events business unit staff, who ensure that newsletters meet branding, design, consent and AODA requirements before distribution occurs.
- For the collection of newsletter subscribers at events, the Communications, Marketing and Events business unit can make available tablets with a subscription form. Alternatively, request forms that meet CASL requirements can be downloaded HERE and used to collect subscription requests.
- Where appropriate, personalization will be incorporated into newsletters by automatically adding the first name, along with any other relevant information associated with the contact.
- When determining the time of day to send an email newsletter, MailChimp can analyze the contact list and recommend the best timing to maximize potential engagement.
- The main metrics for measuring newsletter performance include list growth, open rate, and click rate.
- To improve performance, each campaign may incorporate A/B testing of subject lines and content to help determine what works best for our audience.