August 2018 | The National Garden Scheme activates 15,215 subscribers with a re-engagement campaign
Brand: The National Garden Scheme
Designed and developed by: Jo McGowan
Subject line: We might need to do some pruning
Opens: 59% open rate
Founded in 1927, the National Garden Scheme is a UK-based charity that opens over 3,600 private gardens in England and Wales to the public, while raising millions of pounds for nursing and health charities. The National Garden Scheme had a large database which had been built over a long period of time, but there were a number of non-engaged contacts sat within it – and the National Garden Scheme were reaching out to them through one-size-fits-all emails.
What data was used?
The email was sent to the National Garden Scheme’s current subscribers
- Remove inactive contacts from the database
- Re-engage inactive contacts
- Support GDPR compliance
- Improve content relevancy and personalization
What makes this a performing campaign?
Using a clever play on words in line with their brand voice, the National Garden Scheme turned what could have been a bland legal message into an email full of personality and fun. They created a re-engagement campaign which prompted their subscribers not only to re-sign up to their email communications but also provide more personal information such as first name, postcode and communication preferences.
Reconnecting with an engaged, consenting database has been a huge success for the National Garden Scheme. At the start of this re-engagement campaign, they had two lists: a newsletter list of 41,530 subscribers and a “ticketed gardens and events” list with just 229 contacts. After cleansing this list of inactive data and re-engaging the right contact, they have achieved the following:
- 15,215 active subscribers in their newsletter list
- 13,304 contacts in their ‘ticketed gardens and events’ list (an increase of 13,075 subscribers)
- 8,038 active subscribers to their ‘gardens and health’ list
- 4,638 contacts subscribed to their ‘family friendly’ list
What’s more, they now have the first and last names, postcodes and communication preferences of their contacts.
Want to know more?
Contact Adestra today to discover how we can help you make your data work harder with the use of powerful technology.