Email Marketing

Charities 'offer good examples of effective email marketing'
14/04/2009

Businesses should follow charities' examples of good email marketing

Issue Codes Email marketing services

Businesses could take a leaf out of the books of charities when it comes to improving their email marketing campaigns, according to one expert.

US charities such as the World Wildlife Fund and the Humane Society of the United States are making use of good email marketing practices in terms of driving sign-ups and delivering compelling content, Cynthia Edwards of Email Insider explained.

The World Wildlife Fund offers an email sign-up box on its website while also displaying the most recent e-news in a dedicated section on its homepage, she noted.

Meanwhile, the Humane Society of the United States offers email content that is created to play to subscribers' emotions, Ms Edwards said.

The specialist called email "an intensely personal medium", adding: "An emotional approach can grab attention and motivate readers at the core of their being, if handled well."

Service brands in particular could do more to use emotional ads to appeal to their target audiences, according to a study published by BrandHouse in February this year.