NRRTS to change its communication strategy

Sunday, September 25, 2011

WALSENBURG, Colo. - A recent survey of both NRRTS registrants and "Friends of NRRTS" offered few surprises to Executive Director Simon Margolis. 

Around 80% of survey respondents were aware of efforts to create a separate benefit; the same amount were aware of the free webinars NRRTS offers for CEU credits. 

While 60% of respondents stated they received information about the separate benefit from NRRTS's email blasts, survey results showed a low "open rate" for emails from NRRTS.

Margolis said NRRTS is not the only organization to face low open rates-open rates for e-mails range from 25% to 40%, he said, and other groups he's spoken with report similar findings. 

In response, NRRTS is going to go for a "less is more" approach to e-blasts, Margolis said, with fewer emails that contain more diverse information, rather than sending out a message every time something new needs to be shared. 

"We're going to continue to work on ways to get more people to open our emails and read them," he said. "We can't change their behavior, but we can change ours and hope for a positive effect."

Margolis was surprised about other communication-related data from the survey: More than half of respondents reported they don't use Facebook to get news and information. 

NRRTS has a Facebook page and a Twitter account, and Margolis thought social media would be more popular. 

"It's good to know, so we're not putting all of our eggs in the wrong basket," said Margolis. "We're constantly trying to improve things and make information easier to access."