The World Society for the Protection of Animals (WSPA), the world’s largest alliance of animal welfare societies, has increased online donations by nearly 50 per cent with a new campaign powered by on-demand email and one-to-one marketing solutions provider ExactTarget.
The animal protection organisation, which has offices based in 14 countries around the world, posted the results after it refined its email marketing effort by offering unique cause-related content to advocates, inviting them to donate to support a specific cause.
“We can use subscriber preferences to create groups and send specific messages around an issue to individuals that have responded to calls to action regarding a certain topic or issue. The real labour-saving element here is that only one email is required,” said Daniela Martino, WSPA’s international communications manager.
“Using ExactTarget’s dynamic content feature, we can automatically build emails based on a person’s interests. It allows us to engage with our subscribers in a more personal and emotive manner; something which is absolutely vital given the highly emotive subject matter that forms the basis of our work.”
WSPA’s email marketing campaigns invite animal protection advocates to sign up online, to receive email newsletters about certain causes or animal welfare issues. The newsletters also encourage subscribers to contact government leaders, sign a petition or donate to support their cause. Using ExactTarget’s list segmentation tools, WSPA groups email subscribers based on causes, donations and advocacy, and builds emails featuring news and information related to their interests.
WSPA also uses ExactTarget to power an email marketing programme that directs existing regular donors to an ExactTarget-powered landing page where all of the subscriber’s information is automatically populated and a higher value donation amount recommended. Once submitted, the donation information is fed back into ExactTarget’s database to refine future messages to subscribers.
“Before we started working with ExactTarget we were only able to build and track email campaigns focused on soliciting donations,” said Martino. “Today however we can deliver very tailored messages to subscribers in every country based on their behavior and the issues they support, and we can do it quicker than we could before because of the automation and segmentation available in ExactTarget.”
WSPA plans to continue refining its one-to-one communication efforts with the addition of ExactTarget’s integrated SMS text messaging later this year. This will allow advocates to subscribe to its email newsletters and sign petitions via text messaging and the planned addition of ExactTarget’s Social Forward technology to its messages will allow subscribers to share content with up to 50 social network sites including Twitter and Facebook.
“ExactTarget’s powerful, sophisticated and easy-to-use platform is allowing organisations throughout the UK and around the world to deliver the right message, to the right person, at the right time and via the right channel,” said Peter McCormick, general manager and co-founder of ExactTarget. “WSPA’s email campaign is a model for others to follow as it truly serves its subscribers with relevant and timely information.”
The news of WSPA’s success with one-to-one marketing comes two days after ExactTarget announced its new international headquarters and sales and support centre in London. The new operation allows the company to serve the growing demand from its client base in the UK and across Europe and also serves as the international headquarters for the company’s operations outside of North America.
Tom Flisher / Sean Fleming (Octopus PR for ExactTarget) – 08453 700 655 or firstname.lastname@example.org / email@example.com
Mitch Frazier (ExactTarget) – 00 1 317 275 5034 or mfrazier@ExactTarget.com
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