Email marketing strategy for Sinergia Animal

Project details

^{Sinergia Animal is an animal welfare NGO dedicated to saving farmed species in the Global South. Given the challenges of raising money in developing nations, the organisation had been struggling to penetrate the market. My task was to build email campaigns that reflected the hard work of investigators and encouraged sympathetic subscribers to help.}

02 — Creative process

^{With open rates low and an unmanageable list, I created a customer journey that would clean the contacts of non-participants, have a starting point to segment their lists based on demographics and user behaviour, and build momentum. Starting with a soft sell, I A/B tested subject lines and content to define what content worked best. Using expressive and sometimes graphic images and a yearning style of text, a more direct style emerged that vibed with their stakeholders.}