In a recent report by the DMA, sponsored by dotmailer, two in five consumers said they receive more than 164 messages from brands per month. That’s a deluge of content arriving in people’s inboxes every week.
The good news is that the majority of consumers still feel favorable towards email as a marketing communications channel, with just 14% disagreeing that email is the best medium for status updates. It’s therefore not a matter of whether recipients want to receive emails from you; rather, it’s finding the content that gets them hooked and hungry for more.
The Stroke Association, the UK’s leading charity changing the world for people affected by stroke, made it their mission to do just that.
Amy Smith, who’s Digital Marketing Officer at the Stroke Association, found that while open rates for the charity’s monthly supporters’ newsletter were achieving solid results, click-through rates were in need of an extra lift. The appetite for the charity’s communications was clearly undeniable; Amy just needed to find a way to pique people’s interest with the content that sat beyond the subject line.
For the Stroke Association, the answer was a quiz. The FAST quiz was designed to educate readers and test their knowledge on how to identify the early warning signs of a stroke. Amy used a bright copy-led graphic to create standout in the email, along with super-persuasive wording urging subscribers to take action.
The new content initiative blew February’s email engagement rates out of the water. Clicks more than doubled compared to the previous five months, as did the click-to-open rate.
Amy used a tool called Qzzr that enabled her to create the branded seven-question quiz:
“Our FAST project team knew they wanted the campaign to include an interactive element, but they weren’t sure how to deliver it. I was confident that a slick, shareable format would encourage our supporters to engage with this potentially life-saving message. We’ve now included quizzes in the planning for our upcoming marketing campaigns and I’m looking forward to seeing the impact they’ll have on our email engagement rates.”
Congratulations to Amy and her team for seeking a new initiative to engage supporters and achieving amazing success. Why not take the FAST quiz for yourself and discover how you could help save a life. You can also visit the Stroke Association website for more information on the charity and its work.