Don't Read E-mail. Watch it.
United Way of Massachusetts Bay and Merrimack Valley in Boston had a problem. The non-profit wanted to boost attendance and donations for its annual Women's Breakfast event -- and cut down on marketing costs at the same time.
Greater results for less spend? Not always a formula that works. But United Way found a way to do just that in teaming up with e-mail marketing agency Flimp Media, which uses video e-mails as its calling card. With a video message featuring a speaker and sponsor from the breakfast, United Way secured a 63% registration rate amongst those that watched the video, increased attendance by 28% and ultimately attained a 97% leap in donations -- all for $1,000, $9,000 less than last year when direct mail was used.
Find out more about this case study in the article "An E-motional Call to Action," appearing in the April 30th edition of Marketing News , out now. The article will also be made available on the American Marketing Association Web site, MarketingPower.com, later this month. (Click here to check). And you can see the video and e-mail template yourself by clicking here.
