March 3, 2015 1906

World Vision UK - Child Sponsorship Email

The Challenge

This project came about while working with our friends at World Vision. After setting up a new online portal to engage their child sponsors, they wanted to drive sponsors to the portal to engage with it. The aim of this project was to get sponsors to register with the portal to view a new video from their sponsor child’s community.

 

What we did

Copper designed and built the emails which included data driven copy and content variations depending on child details such as name, gender and community. Strong Calls to Action were included throughout the email with a clearly displayed 3-step process so that sponsors could see how easy signing up would be. The email was also mobile responsive recognising the increasing percentage of mobile users.

Once sponsors clicked through from the email, the landing pages for the sponsorship portal were pre-populated with the recipient’s email address and Supporter ID so that all they had to do was choose a username and create a password – reducing the barriers to entry to the portal and therefore increasing chances of sign up.

 

Outcome

The campaign exceeded its target, with a 60% increase in the expected rate of registration.  The effectiveness - the ratio between click-throughs and opens, was 44% overall, and is a good measure of the successful content design, reflecting very effective presentation of the offer within the body of the email itself.

In line with our agile testing approach, the decision was made to split test the send time, revealing some suggestive findings. We'll be looking to test this more in future campaigns to validate our findings, but get in touch if you'd like to hear what we found.