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Email Marketing

The Power of Immediacy

The beauty of email is that you can synchronize your broadcasts with important events, announcements, press coverage, telemarketing campaigns, and advertising for instant online impact.

Here are two examples from the International Fund for Animal Welfare (IFAW) that demonstrate the power of immediacy.

Tiger Rescue Email Raises Average Donation by $5 to $47

In November 2003, IFAW called to say that they were planning to rescue and relocate 24 Bengal tigers from a substandard New Jersey "pseudo sanctuary" in a few days. All the major news outlets were going to cover the event.

Knowing that the sight of these poorly treated animals would capture the hearts of potential donors, IFAW asked for an e-appeal to coincide with the rescue.

The immediacy of email allowed for the creation of a "real-time" appeal with the compelling opening line...

By calculating what a day's worth of tiger care would cost, we were able to create links to manageable donation levels of $15, $30, up to $105.

IFAW Tiger Rescue email

• 29% Open Rate
• Raised Average donation $5 to $47.86
• Total gross income: $11,103 in a two-week period -- the highest amount of any previous e-appeal

Seal Hunt Makes The Cover of The New York Times

In March 2004, the front page of The New York Times ran a horrifying story of the harp seal hunt. As soon as I read the article, I contacted IFAW and recommended immediately creating an e-appeal to capitalize on the worldwide attention to this cause.

IFAW Harp Seal Rescue email

This kind of instant response is only available by email. In the past, by the time a direct mail package was sent, this front-page news would already be old news.

For more information about these campaigns, read the July/August 2004 Issue of Fundraising Success.

Karen's ClickZ Columns on B2B Email Marketing