The world society for the Protection of Animals (WSPA) claims to have increased online donations by nearly 50 per cent with a campaign powered by on-demand email and one-to-one marketing solutions provider ExactTarget. It ascribes this success to its ability to tailor email content to the preferences of its supporters.
“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,” said Daniela Martino, WSPA’s international communications manager. “The real labour-saving element here is that only one email is required. Using ExactTarget’s dynamic content feature, we can automatically build emails based on a person’s interests.”