1.
Based on the information provided, the most important changes GlobalGiving made to its email marketing program
can be summarized as follows:
Personalization and Customization: GlobalGiving recognized the need to personalize and customize their email
content to cater to the specific interests and preferences of their donors. These customizations will help in increasing
engagement and capture the attention of their audience. Personalization can make recipients feel valued and
connected to the cause, resulting in improved response rates. Additionally, dividing their subscriber list into specific
groups based on demographics, past donation history, or other relevant factors could increase the effectiveness of
their email campaigns.
Analytics and Data Driven Decisions: GlobalGiving integrated their email marketing program with analytics tools,
such as Google Analytics, to gain comprehensive insights into the performance of their campaigns. By analyzing key
metrics like open rates, clickthrough rates, and conversion rates, they were able to evaluate the effectiveness of their
email marketing efforts and identify areas for improvement. This integration likely allowed them to make data-
informed decisions to optimize their campaigns and enhance their overall marketing strategy. On top of that using
technical tests like A/B test would help them refine their email content and get real-time optimization strategy to
improve their strategies.
These changes were crucial for GlobalGiving to increase engagement ensuring that their email marketing efforts
were effective and impactful.
2.
To encourage viral advocacy of their donation campaigns through email, GlobalGiving can implement the following
strategies:
Reward/Referral Programs: Offer rewards or exclusive perks to donors who actively participate in viral advocacy.
Implement a referral program to incentivize existing donors to refer others
Personalized Social Media Sharing Buttons Messages: Provide pre-written or customizable messages for donors to
share on their social media profiles. Incorporate social sharing buttons to make it easy for recipients to share the
campaign on social media. Share success stories.
These strategies leverage social sharing, incentives, user-generated content, and progress updates to foster viral
advocacy of donation campaigns within GlobalGiving's emails.
3.
To manage email send frequency for customer segments, GlobalGiving could consider the following advice:
Adopt customization: Provide your customers with the option to choose their preferred email frequency. Allow them to
opt-in to receive more frequent updates or opt-out of certain types of emails. Divide your customer base into different
segments based on their preferences, engagement levels, and donation history. Monitor the engagement metrics of
your email campaigns, such as open rates, click-through rates, and unsubscribe rates, for each customer segment.
Use this data to determine the optimal email send frequency for each segment. Consider which stage/cycle customer
is, new customers might need more frequent mails vs the matured ones.
Feedback Incorporation: Implementing the inputs from the data driven tests like A/B testing would also help in
deciding the frequency. Customer feedback through direct feedback channels to understand how customers perceive
the frequency of your emails can also help adjust the frequency accordingly.
