Salvation Army Mobile-Optimized Email Campaign Sees 55.3 Percent Clicks to Donate

Author:

Chris Harnick

Source:

The Salvation Army turned to a mobile-optimized email campaign to reach on-the-go consumers, with 55.3 percent of recipients clicking directly to the donation form.
 
The charity wanted to reach busy holiday consumers and allow them to participate and donate regardless of how they were receiving the communication. The Salvation Army tapped Web2Mobile’s Email2Mobile and Artez Interactive for the donation portion of the campaign.
 
“Based on previous campaigns, we have found that up to 20 to 30 percent of customers receiving email marketing messages were on mobile devices,” said Deborah Hall, managing director of Web2Mobile, Toronto, Ontario.

 
“The strategy behind this campaign was to create a mobile-optimized version of the email so users would have the option to view the content tailored to ...