GlobalGiving website
In order to reach all of its subscribers in the best possible way, the GlobalGiving marketing team created an email marketing personalization program with the aim of targeting the community's donors in a more individualized way.
GlobalGiving sends more than 3.5 million emails in just one year, which means that email is a key channel in the marketing strategy of this community. But, as we have said on numerous occasions, quantity small business email list is nothing without quality. Thus, the GlobalGiving marketing team launched a personalization program to ensure that their emails contain the right content for each of the users registered in their database .
It is increasingly difficult to capture the attention of users, so settling for good content is not enough if you do not reach the different users correctly. When we talk about personalization, we are not only talking about personalizing the subject or the first lines of an email, but about personalizing the entire content of the email, offering users what they really want to receive according to their tastes and interests.
What is GlobalGiving's email marketing personalization program?
The program is divided into 3 large blocks that complement and feed back into each other:
1. Creating a quality contact list
The GlobalGiving team realized the need to take care of who they sent their emails to and how these emails reached their inboxes. That's how they started working with certified emails and how, by studying the different domains, they could observe how the emails reached their inboxes.
Thanks to the study of the different domains and the observation of the different metrics that measure the effectiveness of the emails, they were able to realize that in some cases the spam rate was higher than normal compared to other emails. This caused, in some cases, the reputation of their campaigns to be affected. Therefore, identifying "problematic" users and eliminating them from the database could maximize the effects of the campaign and keep the contact list clean. It is of little use to us to send emails to users who will receive our emails in the spam folder.
"An email program's reputation reflects the reputation of your brand" Kevin Conroy, Chief Product Officer of GlobalGiving.
For example, they came across a case where a domain had a spam rate of 5%, as opposed to 0.1% for the vast majority of emails. The problem was in the language of the email, as it was a user from a non-English speaking country. By conducting a transaction in English, it was assumed that the user spoke English. The solution was to remove the domain from the list to control the potential damage this could cause to their contact list.
Ultimately, the first step to personalizing GlobalGiving’s email marketing is to keep the contact list clean to ensure that they are targeting the right people.
2. Development of a personalized referral program
Once you have the right people, the second step is to develop a referral program similar to the one Netflix uses. This involves analyzing users’ behavior with the brand to offer different recommendations , based on previous habits and interests.
For example, if a person donates money to help animals, following this program, a recommendation will be sent to the user related to this topic. The idea of “Since I know you are interested in animals, perhaps you would like to collaborate in this donation” is more effective than many can imagine.
