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How we grew (and grew) Amsterdam’s leading expat newsletter

Case study: IN Amsterdam

· Case studies,Writing,Featured,Content strategy,Email marketing

We are proud to design, write and deliver the IN Amsterdam newsletter to 8000 of Amsterdam’s international residents, consistently hitting above average open and click-through rates.

The client

IN Amsterdam, which is short for ‘International Newcomers Amsterdam’ organise visas, permits and other official documentation through their alliance with the Dutch Immigration and Naturalisation Service (IND). Their primary audience are Highly Skilled Migrants, who have specialist skills that are in high demand in the Dutch labour market. Once in the Netherlands, IN Amsterdam plays a supporting role in assisting residents with matters relating to daily life – offering information about schools, finding work, taxes and more.

IN Amsterdam plays a supporting role in assisting residents with matters relating to daily life

The brief

Combine starting a new job with a new country, throw in a language barrier and a little culture shock, and you’ll get a sense of the challenges these residents are up against. IN Amsterdam relieves newcomers (and their employers) from complex paperwork and multiple appointments via their ‘one-stop-shop’ immigration procedures. Extending a friendly welcome to new international residents, they also host informative seminars, walk-in helpdesk services, and send a monthly newsletter aimed at helping this group to feel part of a lively and welcoming international community.

The strategy

With EdenFrost’s multinational background, our team had first-hand experience of moving to the Netherlands that enabled us to advise on the types of content and news stories that most benefit English-speaking residents. The newsletter became a platform for advertising IN Amsterdam’s services, and positioning them as a first port of call for any challenges related to getting settled in Amsterdam. We tailored the content to various target groups – families, young professionals, and long-term residents who still want to feel connected to an international community.

Our team had first-hand experience of moving to the Netherlands

The result

Newsletter subscriptions have steadily risen, reaching 8800 in 2020, with an average open-rate and click-through rate consistently higher the industry standard for the government and municipal sector. We constantly analyse newsletter statistics to understand the type of content that works best, continually improving our approach and working in close collaboration with the client.

Our services

· Managed a content plan that aligns topics with target groups

· Designed, wrote and delivered monthly email newsletters to a database of over 8000

· Statistical analysis and feedback to the client

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