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Using email to increase engagement for drier messages

  • 4 years ago

May 2012 | This intuitive campaign tapped into making the email relevant to different audiences to maximise coverage of an important but dry subject. The 38% open, 18% click and 9% share rate shows that this targeted approach has paid off.

Company name: Action for Children
Designed and developed by: Matthew Warrilow
Website: actionforchildren.org.uk

Campaign details

Subject line: Holding the governments to account – The Red Book

Open: 38% (of attempted)
Click: 18% (of attempted)
Shared: 9%

Context

The Red Book was launched but there was no call to action to the general audience. Action for Children needed to promote the policy document to a wider audience to increase awareness in order for it to have impact.

Objectives

  • To get policy and stakeholders to read the document.
  • To get campaigners to read and share the document.
  • To get active supporters to donate.

What makes this a performing campaign?

The Red Book is a 40 page policy document that highlights the impact that the UK government’s spending decisions are having on children, young people and families. Action for Children needed to promote this document to the general public in order for it to have impact. Although important, the policy document is not the most exciting of reads. However, the email campaign achieved a 38% open rate and 18% click through rate. Email was the perfect channel to get this policy through the most engaged campaigners who wanted to action, donate and promote the document to their contacts. The email campaign was sent to three different audiences and the content varied to suit these individuals so that they would act. These included:

Policy & Stakeholders

This audience would have been well versed on the subject and needed more in depth knowledge to intrigue them and get them to click.

Campaigners

This audience were being introduced to the subject so had a more basic overview i.e. “What is the Red Book”. Out of this audience 71 of them shared the campaign.

Active supporters

This audience were given a banner with a call to action to donate. “£10 today can help prevent a childhood being lost forever!”

The results

This intuitive campaign tapped into making the email relevant to different audiences to maximise coverage of an important but dry subject. The 38% open, 18% click and 9% share rate shows that this targeted approach has paid off.

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