Category: Best nonprofit message email campaign
Reactivated 447K emails, increasing the American Heart Association’s email database by 22% in time to impact year-end giving.
Open rates were 607% higher versus benchmarks, and deliverability to Gmail accounts jumped from 28% to 50%
In an effort to meet their FY21 goal to grow their email database, The American Heart Association used compelling content and eye-catching creative to develop a re-activation campaign. The series served to re-introduce lapsed email subscribers into their donor communication stream while continuing to ensure high email deliverability on their active donor emails.
Partnering with Data Axle, they were able to identify and deploy highly engaging creative to reactivate their lapsed email audience in time for year-end giving without risking deliverability of their primary email sending domain. Working collaboratively the AHA & Data Axle Teams tested and proved digital acquisition strategies to grow donor database in a highly real time and cost-effective way.
The campaign reactivated 447K emails, increasing the American Heart Association’s email database by 22% in time to impact year-end giving. Deliverability to Gmail accounts improved from 28% to 50%. Open rates were 607% higher versus benchmarks. The combined team effort resulted in and extremely successful year-end campaign that crushed targets and helped exceed stretch revenue goals.