Preset e-mail campaign

The campaign for Because I Am a Girl, which is a project operated by Plan Nederland, had six different phases. These phases were automatically initialized and completed by the E-Mark Mail application.

Results and statistics were available for review immediately, ensuring that important strategic decisions could be made quickly and effectively.

The six phases of the campaign

Start - First test "mode of address"
Plan Nederland sent out a special mailing in which they drew attention to their Because I Am a Girl campaign. This e-mail contained a link to the landing page where visitors could watch a video parody of the Little Red Riding Hood fairy tale. Additionally, recipients were requested to forward the video to others.

The e-mail was sent to three different databases while a test was run to see which mode of address (formal or informal) generated the most response.

The video landing page - Tell a friend
Besides viewing the short film, visitors arriving on the landing page can also enter friends' names and e-mail addresses, ensuring the campaign will spread automatically. The landing page also allows visitors to subscribe to a newsletter.

Follow-up - Tell a friend
Whenever a link to the movie is forwarded to a third party, the recipient will receive an invitation to subscribe to the newsletter alongside the video link. Subscribing to the newsletter means they will receive news updates and information when it is made available.

Reminder e-mail
In the second week of January, all recipients who had not yet opened the first e-mail - which had been sent in the last week of December - received a reminder e-mail.

In order to demonstrate the most effective subject, a test was performed on the reminder e-mails as well. The vast majority of database addresses received an e-mail with the subject that generated the highest response level.

Follow-up e-mail - Creating involvement
A follow-up e-mail was sent to prior recipients to create a sense of involvement with Plan Nederland. This way, those that had subscribed to the newsletter were kept up-to-date with regards to the various activities Plan Nederland had planned around the Because I Am a Girl campaign.

Call to action - Approaching two different databases
The last phase of the campaign saw the In de laatste fase wordt er naar alle abonnees een zogenaamde 'help e-mail' gestuurd. This e-mail contained a call to action; in this case a request to support Plan Nederland with a donation.
The e-mail was sent out based on two different lay-outs - in the shape of an e-card and that of a digital letter. The results generated by this test can be used in future campaigns by Plan Nederland.

Different methods of approach

During their Because I Am a Girl campaign, Plan Nederland had command of several different databases. Databases (can) differ based on profile - source, age, interests - and each can therefore require a different approach.

It is with that fact in mind that the choice was made to make a distinction in the mode of address during both the first and last phase of this campaign. The database with business contacts was approached in two different ways: both a formal mode of address and a more informal tone and mode of address were used. The other databases were approached solely using the informal mode of address. As can be seen in the table displayed above, results from these tests can be of invaluable assistance in Plan Nederland's future marketing campaigns.

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