UNICEF – Last chance: Stay subscribed to UNICEF eNewsBeing a charitable organization, UNICEF especially needs to spend wisely and not throw marketing dollars out the window at unresponsive contacts. I recently received this message from them: While I’m not a fan of the all caps message body, they definitely got my attention, and this stood out in comparison to their regular emails. They give a compelling reason to stay subscribed – more children are at risk than ever – and remind me of what I’ve been missing out on (field updates, progress reports and how to get involved). Most importantly, there’s a prominent, easy button to click and stay subscribed. Bronto client WhatTheyThink recently sent out a similar re-engagement campaign that was so compelling it inspired a post over at Dave Baldaro’s blog – check out the message itself and Dave’s reaction to it here. There are a few key takeaways to be gleaned from these two examples:
- Get their attention. If your usual messages have been getting overlooked, you don't want this one to be passed by as well, right? Consider varying your typical design or color scheme to stand out, and use text and imagery to get and keep their attention. UNICEF did this with their large font and "Last Chance" subject line, and WhatTheyThink had an even more attention-grabbing subject and farewell graphic. I wonder if UNICEF had included a picture of a sick child, if they would have achieved a higher response rate?
- Remind them of the benefits. Why should they stay subscribed; what will they miss out on if they don't respond? Perhaps incentivize them to stick around with a special offer.
- Make it easy for them to say yes. Give a clear call to action and a large, bulletproof button for one-click confirmation with or without images enabled.
- Let them know what will happen if they do not respond. Be clear that they will not be hearing from you again.
Email Marketing Strategist at Bronto