Wateraid is making it possible for communities in 22 countries across the globe to have steady access to clean water, breaking down hygiene barriers to facilitate healthier children and families, and overall contributing to ending the cycle of poverty within these regions.
Our work centers around creating, scheduling, and analyzing emails for their winter, summer campaigns, as well as any additional emails over the course of the year. In 2023, one of our goals was to improve on their success in 2022 by analyzing their email data and analytics and conducting an audit.
We achieved this by examining the current state of their metrics, recommending improvements, and pinpointing metrics to A/B test to improve the performance of their future campaigns. These recommendations were particularly centered around increasing their click-through rates (CTR), with the secondary focus of improving their open rates.
Our A/B tests covered a broad range of changes to the email content and subject lines, including changing the wording, location, and types of calls-to-action (CTA) language, utilizing the testimonials and stories of healthcare professionals within the emails, changing up the design elements and visual layout of the content, and overall experimenting with longer and shorter email content. Our hard work paid off and led to an 229% increase in their average CTR for their 2023 winter campaign from 2022.
For their upcoming campaign season, we’re doubling down on our testing efforts on CTR to continue finding the best strategies to engage WaterAid’s audience. Over the past year’s campaigns, we’ve discovered even more information about what WaterAid’s audience responds best to in emails and we’re looking forward to incorporating those aspects. All leading toward our goal of increasing web traffic alongside strengthening the link from their emails to a broader context of their impact and incredible work throughout the world.