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Donordigital chooses Topica’s Solution and scores a record 87% open rate and 34% click rate.
Donordigital helps nonprofit organizations, political candidates, and
socially responsible companies use the Internet for fundraising,
advocacy, and marketing. When one of their clients needed an
online marketing solution to support a mission-critical and
time-sensitive integrated marketing campaign, Donordigital turned
to Topica.
Objectives
During the last election year, Donordigital’s client needed to
create an online marketing program that could capitalize on Web
site visits they were driving with print, online, and search
engine advertising. The goal was to collect contact information
and permission to follow-up, so they could message those
supporters right up to the election with time-sensitive news and
updates while remaining fully CAN-SPAM compliant.
Execution
Within days of signing up, Donordigital was able to build a
complete online program for their client from the forms placed on
the website to collect visitor signups, to their first custom
email campaign. Topica's Solution provided Donordigital with a
communications tool robust enough for their client’s complete
online program, yet simple enough to be implemented with minimal
effort.
Solution
Using Topica’s Online Marketing and Sales Solution, Donordigital
quickly enhanced the client’s site with customized data
collection forms. Topica’s email automation technology enabled
them to immediately confirm their new supporters and encourage
forwarding to a friend. Working with Topica’s Customer Success
team to ensure maximum deliverability, Donordigital designed and
reviewed their messages for best practices and CAN-SPAM
compliance and then prescheduled their messages for automatic
delivery on key dates. The entire program was up and running in
less than 48 hours.
“The system is incredibly user-friendly and intuitively easy to
learn. From uploading large database files to testing messages
and actually delivering them to a list of over 40K, I never once
encountered any technical difficulties. This said, you’ve also
set an impressive standard for timely, thorough customer support
that should serve as a model for all other companies; you made us
feel like we were the only client you had!”
Kate Babkirk
Account Executive, DonorDigital
Results
In the first few days of the program’s inception, over 18,000
supporters registered. Upon receiving the first email message, an
astounding 87% of those supporters opened the email (even the
most popular house lists generally receive open rates of under
40%*). An equally impressive 34% of recipients clicked through;
far surpassing the average which hovers between 6% and 10%*.
Overall deliverability was an industry-leading 97.2%.
* According to Marketing Sherpa, 2004 Email Metrics Survey
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