As well as raising its customer base’s awareness through a dedicated email marketing plan, Amnesty International (Italian section) works on signatory users’ loyalty by sending them updates on cases that have been solved thanks to their signatures.
Their objectives pursued through email marketing activities are as follows:
- Retain signatory users;
- create engagement by telling positive stories;
- Upselling: use the opportunity of new contacts to convince them to sign other appeals and make donations.
Amnesty International directs its email marketing activities mainly to the collection of signatures. Their plan calls for three newsletter mailings to collect signatures and an editorial newsletter mailing every month. The campaigns are united by a defined graphic identity, clear calls-to-action, and from a storytelling perspective that always has a valuable story at its core.
Additionally, when an issue is resolved positively, Amnesty International updates all supporters who have signed the appeal. This creates a direct line of communication with supporters and helps Amnesty concretely demonstrate the result of a signature, favoring the signing of new appeals and additional donations.
A practical example relates to the positive resolution of the story of “Fred and Yves”, two youth in prison for trying to involve other youth in peace demonstrations in their country. After sending the email petition requesting signatures, Amnesty International contacted those who had signed the appeal (12% of the database) to tell them about the two young men’s release.
This operation was possible thanks to a MailUp platform filter, obtained by crossing the data of the signatures database with the data of the signatories database contacted via email.