Arts Marketing Research Project

ICP is undertaking a benchmarking project to strengthen its email marketing strategy and improve the quality of audience data within HubSpot. The goal is to better understand how museums and educational institutions use email to build relationships with their audiences, manage subscriptions, and segment communications, with the findings helping ICP improve subscriber experience, engagement, and campaign performance. Research will focus primarily on peer institutions comparable in size and mission, while also including several larger organizations as industry benchmarks. The project will document the complete subscriber journey—from email sign-up and preference centers through 4–6 weeks of email communications—to analyze email frequency, welcome series, messaging, subject lines, design, content strategy, and audience segmentation practices. Findings will be presented in a benchmark report and presentation that include screenshots, institution profiles, key observations, best practices, and strategic recommendations to inform ICP's future email marketing and CRM strategy.