ASPCA Sheds Dog-eared
Donor Email Addresses with ECOA
THE CHALLENGE
Email marketing is one of the most effective channels ASPCA uses for mobilizing and staying in touch with its constituents. Due to the high churn rate of email addresses, however, email bounces are an ongoing problem.
ASPCA decided it wanted to address its problem with undeliverable emails head-on. The organization knew that its donors and members were constantly changing email addresses, making it difficult to easily stay in touch. Not only was ASPCA losing the opportunity to build stronger relationships with its constituents, but it was also aware that high bounce rates could trigger unwanted attention from ISPs in the form of blocking and blacklisting.
ASPCA knew it needed to act swiftly and cost-effectively, and decided that an ECOA (Email Change of Address) service would speedily and efficiently address its needs.
THE SOLUTION
ASPCA contracted FreshAddress to perform an ECOA project to find updates, confirm deliverability of the updated email addresses and ensure its constituents’ permission. Most important to ASPCA was that the vendor they selected for the service was knowledgeable and experienced in permission messaging; the organization knew this part of the process could make or break the entire initiative.
Since October 2008, FreshAddress processed multiple ECOA projects for ASPCA. At the conclusion of each process, FreshAddress provided guaranteed deliverable email addresses to ASPCA, thereby allowing ASPCA to reconnect with lost constituents with timely and exclusive online offers, current news related to its mission, and information about its latest programs.
“When you get your list returned, it’s imperative that you re-engage your constituents with a customized welcome message. Be conservative and cautious, don’t just drop updated email addresses into your house file.”
-- Deb Swider, eMarketing Manager, ASPCA
RESULTS & BENEFITS
On an input file of approximately 381,000 bouncing/inactive email addresses, FreshAddress delivered a cumulative match rate of approximately 27%. By updating over 99,000 email addresses with accurate, guaranteed deliverable ones, FreshAddress was able to help ASPCA reconnect with lost constituents.
In a final analysis of the email addresses updated by FreshAddress, the ASPCA found the ECOA service indispensable and crucial for communicating with lost members, reengaging them to the mission and creating a profitable fundraising outcome. The organization experienced an average conversion rate of 4.93% on the ECOA email addresses, and an average gift size of $40.75. These metrics exceed the average overall conversion rate of 4.62% and just slightly below the average gift size of $44.14 of its house file.
And, best of all, ASPCA reported an ROI of 91% on these projects.
“When using an email database service, it’s critical that you partner with a vendor that handles the permission message process and content with the utmost care.”
-- Deb Swider, eMarketing Manager, ASPCA
ABOUT ASPCA
ASPCA is a not-for-profit organization, established in 1866, dedicated to promoting the humane treatment of non-humans. The organization engages in education, public awareness, and government advocacy efforts and supports the work of independent humane societies throughout the United States. ASPCA has more than 1 million members and donors.