Background
IMPOWER required an effective email marketing strategy to engage donors and partners, fostering meaningful connections and driving action. The organization faced challenges in delivering personalized, impactful messaging to diverse audience segments, promoting events, and showcasing its leadership in behavioral health. Ensuring consistent engagement, optimizing email performance, and integrating campaigns across channels were critical to achieving IMPOWER’s mission-driven goals.
EMAIL CAMPAIGN Tactics and Implementation
Segmented Lists
Email audience were segmented by specific program—such as mental health, children’s programs, and events—to deliver personalized and relevant content. Tailored appeals were created for past donors or volunteer-specific updates, to more effectively engage them with IMPOWER's ongoing initiatives.
Email audience were segmented by specific program—such as mental health, children’s programs, and events—to deliver personalized and relevant content. Tailored appeals were created for past donors or volunteer-specific updates, to more effectively engage them with IMPOWER's ongoing initiatives.
Compelling Email Content
Emails incorporated impactful storytelling to share transformative stories from IMPOWER’s programs, showcasing the tangible effects of donations and services. Stories were paired with striking visuals and testimonials to capture attention and create connection. Additionally, clear CTAs were utilized to inspire audience action.
Emails incorporated impactful storytelling to share transformative stories from IMPOWER’s programs, showcasing the tangible effects of donations and services. Stories were paired with striking visuals and testimonials to capture attention and create connection. Additionally, clear CTAs were utilized to inspire audience action.
Integrated Campaigns
Email marketing campaigns were aligned with IMPOWER’s broader initiatives, such as social media promotions, to reinforce messaging and maximize reach. Event reminder emails were strategically paired with Instagram countdown posts to build anticipation and drive participation in events like the Stuff Your Face Race.
Email marketing campaigns were aligned with IMPOWER’s broader initiatives, such as social media promotions, to reinforce messaging and maximize reach. Event reminder emails were strategically paired with Instagram countdown posts to build anticipation and drive participation in events like the Stuff Your Face Race.
Performance Metrics
Key metrics such as open rates, click-through rates, and conversions were used to evaluate the success of each email and refine messaging accordingly. To further optimize performance, I conducted A/B testing on subject lines and CTAs, identifying what resonated with IMPOWER’s audience and using those insights to enhance future email campaigns.
The email marketing strategy saw a 3% open rate increase when compared to the previous 6 month period.
EMAIL MARKETING Impact Highlights
Event Success: Email campaigns drove registration and attendance for the 2024 Stuff Your Face Race, contributing significantly to fundraising efforts.
Donor Engagement: Personalized thank-you emails increased donor retention rates by fostering a sense of appreciation and connection.
Awareness Building: Regular newsletters highlighted IMPOWER’s initiatives, keeping the community informed and engaged.
OUtcomes
Through strategic planning, creative storytelling, and data-driven adjustments, IMPOWER’s email marketing efforts proved effective in mobilizing support for its mission and ensuring meaningful engagement with its community.
