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Email Marketing: Double-send strategy boosts donations 55%
by Adam T. Sutton MarketingSherpa
Repost
It happens all the time. A person goes through their inbox, reads a subject line and deletes the message. Had the subject line been different, would the person have opened, clicked and converted?
See how one nonprofit garnered 55 percent more donations by sending an email twice — first to all subscribers, and then with a new subject line to subscribers who did not open. Check out the results metrics from both messages.
The year was coming to a close and the marketers at Avera McKennan Foundation were hoping to end December with a few more donations.
The nonprofit organization raises money for Avera McKennan Hospital in Sioux Falls, South Dakota. For this effort, its marketers wanted to request funds for the Walsh Family Village, which provides housing for families of patients receiving care at the hospital.
Although the foundation had little experience with email marketing, Jennifer Dumke, Marketing Specialist, Avera McKennan Foundation, had experience with direct mail. She had seen one follow-up strategy achieve good results in direct mail, and felt it could work with email, as well.
“We’ve really learned that we have to do follow-ups on everything and send a second message, especially with direct mail,” Dumke says. “With direct mail, though, it can be scary because you don’t know who opened the first letter when you’re sending the second.”
But with email, the marketers could easily see who did not open the first message. Could she improve results by sending a second message to subscribers who did not open the first?
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