Customer Retention
Email Marketing
Background
Gold Coast Collective is a direct marketing agency that works exclusively with non-profit global organizations to attract and onboard clients on a monthly subscription basis. However, the company has been struggling with a high churn rate of 93%. Through an extensive research on customer psychographics, A/B testing, and optimization, we were able to increase the customer retention rate by 18%.
• Gold Coast Collective existing and new customers.
• Very little existing data for initial analysis.
• No prior post-purchase communications to nurture and retain subscribers.
People will participate in good deeds if:
• They can see immediate and tangible results.
• When others can see their efforts (when they can show it off)
• To maximize the subscribers retention rate and decrease churn.
• Develop interest for potential future interactions and raise awareness on the cause.
• Create an emotional connection by showing the impact of their donation.
• Give them something to brag about.
• Personalized communication through email campaigns.
• Embedded photo with a personalized message.
• Embedded badge to share with their network on social media platforms.
Campaign Overview
This email marketing campaign aims to demonstrate the value of each donation, highlighting the impact subscribers have made and could continue to make by maintaining their subscription for another month. It also fosters a humanized and personal connection with the audience through embedded, dynamic images and personalized messaging.
Personalized Embedded Dynamic Badge
This embedded badge at the bottom of sent emails features two dynamic values: the donor's first name and the number of months they have donated. With buttons for direct sharing on social media platforms, it instills a sense of pride in the donor and raises awareness among their audience.
Emails Deliveries
Unique Click Rate
Retention Rate