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SHORTBURST
DELIVERS
BIG
LOTTERY
FUND
MESSAGE
Shortburst
is
helping
the
Big
Lottery
Fund
to
deliver
emails
to
more
than
10,000
subscribers
across
the
UK
who
sign
up
for
its
monthly
regional
electronic
newsletters.
The
Big
Lottery
Fund
(BIG)
gives
out
half
the
money
for
good
causes
raised
by
the
National
Lottery.
During
the
current
year
£630
million
will
be
awarded
to
groups
that
apply
under
a
range
of
grants
programmes.
The
Shortburst
system
allows
BIG’s
nine
England
regions
- as
well
as
Scotland
- to
publish
individual
e-bulletins
with
region-specific
content,
while
at
the
same
time
maintaining
corporate
brand
values
and
design
principles.
Shortburst
was
tasked
with
providing
a
system
which
would
be
efficient
and
cost
-effective,
but
also
allow
BIG
quality
control
over
what
is
broadcast.
Each
regional
area
sends
about
1,000
emails
every
month.
Using
a
format
that
has
been
specially
designed
to
fit
in
with
BIG’s
house
style,
and
working
with
Shortburst’s
editing
suite,
regional
staff
add
their
own
text
and
graphics.
The
system
works
on
permission-based
access
levels.
Newsletters
are
constructed
using
Shortburst
emailGenerator
and
signed
off
at
regional
level
before
being
passed
to
BIG’s
web
editing
team
for
final
sign-off.
They
are
then
broadcast
using
Shortburst
emailBroadcaster
to
the
rapidly
growing
list
of
subscribers.
Shortburst
email
broadcast
technology
ensures
that
the
emails
are
sent
with
the
right
identifiers
to
prevent
them
becoming
labelled
as
spam
at
the
receiving
end.
Real-time
tracking
allows
BIG
to
see
in a
web
browser
window
which
recipients
actually
open
the
emails
and
when
and
what
links
they
follow.
Unsubscribe
requests
and
bounced
emails
are
dealt
with
automatically.
Claudio
Concha,
head
of
New
Media
at
BIG
said:
“The
requirement
for
an
enewsletter
came
directly
from
our
regional
offices.
Our
staff
are
keen
to
keep
in
close
contact
with
their
grant
applicants
and
to
publicise
the
various
grant
programmes
in
their
region.
“We
also
wanted
the
e-bulletin
to
drive
visitors
to
our
website.
Each
story
on
the
bulletin
is
linked
to a
web
page,
and
e-bulletins
have
been
a
highly
effective
means
of
increasing
traffic
to
our
site.
“Shortburst
provided
us
with
the
tools
to
allow
our
regional
teams
to
communicate
with
their
local
audiences,
while
at
the
same
time
enabling
us
to
maintain
firm
editorial
control
over
content
and
style.”
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