Best Non-profit Email Message Campaign

In an effort to meet their FY21 goal to grow their email database, The American Heart Association used compelling content and eye-catching creative to develop a re-activation campaign. The series served to re-introduce lapsed email subscribers into their donor communication stream while continuing to ensure high email deliverability on their active donor emails. Partnering with Data Axle, they were able to identify and deploy highly engaging creative to reactivate their lapsed email audience in time for year-end giving without risking deliverability of their primary email sending domain. Working collaboratively the AHA & Data Axle Teams, tested and proved digital acquisition strategies to grow donor database in a highly real time and cost-effective way, highlights are as follows:

• Reactivated 447K emails, increasing the American Heart Association’s email database by 22% in time to impact year-end giving.
• Improved deliverability to Gmail accounts from 28% to 50%
• Open rates were 607% higher versus benchmarks
• Provided insights to AHA to make headlines, images and creative formats more compelling

The combined team effort resulted in and extremely successful year-end campaign that crushed targets and helped exceed stretch revenue goals.

Contributors:

Director, Direct Response, American Heart Association:	Sherry Minton
VP Constituent Experience and Direct Response Marketing, American Heart Association:	Becky Johnson
Acquisition Consultant:	Kelly Collins
Senior Marketing Strategist, Data Axle:	Nessa Felleson
Creative Director, Data Axle:	Kelsey Vigh
Creative Director, Data Axle:	Heidy Gomez
Senior Account Manager, Data Axle:	Dan Mailloux
Senior Analyst Inboxable, Data Axle:	Anna Kotlikov
VP Professional Services Inboxable, Data Axle:	Brad van der Woerd

DATA AXLE

Location: USA