Greater Los Angeles Zoo Association – E-renewals
In order to strengthen the response rates of the Greater Los Angeles Zoo Association’s membership campaigns, Schultz & Williams incorporated an e-mail series to a portion of lapsed members. These e-mails were designed to match the look of the direct mail packages that the recipients also received in the mail. The promotional offers in the e-mail and direct mail pieces were the same; however, the e-mail emphasized the ease and convenience of joining online.
Lapsed members who received the e-mails achieved a 40% higher response rate than lapsed members who did not receive the e-mails.