Work
Equimundo had a base of strong supporters subscribed to their email list, but they weren’t properly cultivating those relationships and responding to signals from their supporters – resulting in a lot of potential missed opportunities.
In addition, Equimundo’s email template was outdated and wasn’t aligned with the groundbreaking work they’ve been doing as an organization, and the content often overwhelmed readers with too many options in each email.
While Equimundo was sending every email to all of their subscribers, only 34.7% had engaged in the past year.
Equimundo was sending an average of 10 sends per subscriber throughout the year, as compared to the nonprofit benchmark of 62 — this is very low. While they had done this to avoid “bothering” their supporters, in reality the result was that each email was overly packed with too much information and too many calls to action. Additionally, their subscribers didn’t know when to expect to hear from Equimundo, and engaging with the organization was not part of their routine.
Due to this, Equimundo’s unsubscribe rate was nearly double the industry benchmark, reinforcing the issues with the send strategy described above and showing that there have clearly been consequences.
Teal worked with Equimundo to uncover opportunities and then build a strong, strategic CRM infrastructure. This included key elements like dynamic audience segmentation, an updated email template, launching an automated welcome series, and more.
Teal encouraged emailing smaller lists, using dynamic segments that we built, focusing most of the effort on Equimundo’s most engaged subscribers – and working to upgrade more subscribers into donors. Additionally, we provided strategic guidance on both organic and paid list growth tactics for Equimundo to implement to increase their engaged subscriber numbers.
We facilitated a discussion with Equimundo about what KPIs really matter – not just total number of subscribers or recipients, but number of engaged subscribers and signals of their engagement (opens, clicks, donations, etc.). We reassured them that while the total number of recipients would drop, they’d likely see an increase in the KPIs that mattered because more of their engaged supporters were likelier to actually see and engage with their content. This was a real “lightbulb” moment for our the project team at Equimundo, and it helped them reframe how they spoke about the email program with their leadership – focusing on metrics that matter, rather than vanity metrics.
This project was successful because it set the Equimundo team up for long-term success. Rather than focusing on just one moment in time, we built sustainable systems and trained relevant staff on how to use those systems on an ongoing basis – arming them with the tools they need to maintain and grow a more successful email program for a long time to come.
Despite this increase in frequency and decrease in audience size, their click rate is up 31.3% , resulting in 21.7% more total clicks!
A safe space for the LGBTQ+ community with mental illness in New York to socialize, access peer support, and take the next step on their recovery journey, together.
The part where we ask you to cough up your email. So we can discuss all the amazing things we’re gonna do together. No pressure. Really.