We increased email performance for two different clients with two very different approaches.
We take the unique challenges and opportunities of each client into consideration when developing a customized communications plan and creating content. But whatever the approach, we have maximized results.
The Komen 3-Day is a high commitment challenge with a $2,300 fundraising minimum in order to participate in the 60-mile walk. It’s a complex event, involving year-round preparations, requiring detailed, targeted communications. In a typical year, we wrote and executed more than 600 unique emails. While this is quite unusual, it demonstrates the upper levels of our capacity.
A crucial component of those communications was creating conditional content. Many Komen 3-Day participants walk year after year, and in multiple event cities per year. In order to avoid bombarding these types of participants with information they already know or don’t need, while still providing high-touch service to newer participants who need a lot of hand holding, it was important to segment the audience into precise groups with personalized messages.
For the 3-Day, we created the communication strategy overview, built a complex multi-channel communications calendar, wrote the content for all channels and deployed all of the messaging (email, text, website content, social media and blog posts).
Between 2022–2024 our average open rate was 53% (industry standards are 15–25%), average click rate was 4.7% (industry standards are 3%), and the average opt out rate was 0.2% (industry standards are 0.5%). Our texting campaigns had an 18.7% action rate, when the average rate at the time for that platform was 8–10%.
The Florida AIDS Walk and AIDS Walk Atlanta are two combination fundraising walk/music festival events benefiting AHF. They do not have a fundraising requirement and draw in a diverse audience.
For this type of event, which had a short window between average time of registration and the date of the event, it was important to grab participants’ attention quickly and motivate them to fundraise. The messaging needed to be simple, and high energy, with quick tips and plenty of photos.
For AIDS Walk Atlanta, from 2021–2023, we increased their email open rate from 12.6% to 55.7%, email click rate from 1.3% to 6.3% and decreased their opt-out rate from 1.6% to 0.07%. Email campaigns that we wrote and executed had double the open rate, triple the click rate and half the opt out rate of email campaigns written and executed in-house.
For Florida AIDS Walk, from 2020–2022, we increased their email open rate from 7.86% to 56.35%, increased click rate from 0.51% to 3.52%, and cut the opt out rate in half from 0.08% to 0.04%.
Schedule your free consultation to talk through your event’s needs.
Get in Touch
