Oxfam steps up level of email marketing alerts

Oxfam plans to strengthen its campaigning work by ramping up its email marketing activity.

The charity also wants to significantly expand its existing online supporter base.

Email alerts will be used to galvanise support for rapid-reaction campaigns and emergency aid appeals, and will look to fully integrate all offline and online campaigning activity.

Targeted emails to its existing supporter base will be used to rally support, generate awareness and raise funds.

"Previous email projects have shown us that our supporters are keen to forward campaigning messages on to friends and family, which is a productive way to recruit new supporters,

said Duane Raymond, campaigns manager at Oxfam.

"To date we haven't made enough of this channel and we're looking to expand and develop all our work in this area."

The charity intends to adopt a more creative approach to email projects and has designed alerts to be more immediately attractive to a wider audience base.

"We recognise the need to develop compelling material," said Raymond.

"People respond well to funny and interesting content, and we're open to different approaches."

Oxfam will pull its email marketing in-house, but has recruited Bluestreak to help co-ordinate future campaigns and communicate its needs and concerns to its supporter base.

The charity will also begin a process of segmenting its email lists to discover the best way of approaching individuals.

"At the end of this process we want to know our email supporter base inside out, so people are only receiving information that is useful and relevant to their personal needs,

said Raymond.

Newsletters will be sent out every three weeks to 9,000 online subscribers. In addition, around 50,000 emails will be sent on a monthly basis to supporters interested in Oxfam's campaigning, development work, fundraising and educational activities.

The charity is also initiating mobile phone text-message alerts, which will be used to promote its campaigning work.

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