WildStory QuickTip: Before you write your next zoo email, ask yourself: “Who is this one person I’m writing to?”

If your zoo or aquarium is sending broad, one-size-fits-all newsletters, you're not alone — but you are missing easy opportunities to deepen visitor, member, and donor engagement.

Effective marketing is about connecting and you can’t connect when you are speaking to everyone.

Do you know who you’re talking to in your zoo’s marketing?

It’s not a department.
It’s not a group.
It’s not “our audience.”

It’s… One. Person.

When you personalize your emails and write to one person, your emails will connect with your readers.

Why it works:
✨It makes your writing clearer.
✨It speaks to your readers’ desires and connects.
✨It encourages action (visits, renewals, donations).
✨It builds a relationship.

Most zoos send generic newsletters that feel like announcements. It’s not their fault, it’s just an outdated strategy.

Modern email marketing is all about building relationships and writing emails like you’re having a conversation with a single persons

Your ICA is the key to making that shift. More on what your ICA is in Thursday’s Blog post.