< Back to Results Optimizing email deliverability and digital fundraising The Challenge In 2021, the Humane Society of Utah partnered with RKD Group to address challenges in digital engagement and expand their donor base. Facing low engagement from their email communications, they sought RKD’s expertise to enhance their digital footprint, improve email deliverability and optimize their online fundraising strategy. The Humane Society of Utah’s email communications had minimal reach and engagement, with each email struggling to break even from a large list that, by all accounts, should have been a primary driver of online revenue. Our Role Data Management Digital Multichannel Strategy The Solution Email Hygiene Research RKD first conducted some email hygiene research that showed that the underperformance wasn’t due to the creative content or audience interest but stemmed from deliverability issues. HSU’s email deployment system bucketed their IP into a poorly performing shared IP, resulting in weak inbox placement and limited visibility among potential donors. Additionally, due to these deliverability issues or fatigue, over half of their file had very poor engagement. Transition to a New Email Platform To improve deliverability, RKD worked with the Humane Society of Utah to move their email program to Mailchimp. Before migrating, they conducted an email verification process using BriteVerify to clean the list and ensure the quality of the contacts. The shift to Mailchimp allowed for a dedicated IP environment, improving inbox placement and visibility. Following this, RKD developed a tailored onboarding process with an IP warm-up, staggered welcome series emails, and an unengaged reactivation series, setting the stage for effective ongoing communication. Donation Processing Optimization and Sustainer Program Rebuild Along with email platform migration, RKD assisted in transitioning the donation processing to a platform more suited to HSU’s goals, focusing on user experience, customization opportunities and operational efficiency. RKD also collaborated with them to rebuild their sustainer program after changing payment processors, implementing strategies to re-engage lost sustainers, acquire new ones and improve recurring donor retention. The Result 89.7% more in email revenue by the end of 2023 33% increase in growth revenue in their first year 38.5% revenue rise from 2021 to 2023 Following the migration to Mailchimp and email hygiene directives, email revenue from January to July 2023 exceeded the entire annual figure of 2022, culminating in +89.7% more in email revenue by the end of 2023—more than doubling the previous year’s total. The improved deliverability and targeted email campaigns led to sustained engagement, with 2024’s email revenue on track to surpass the levels achieved during the 2020 COVID-19 peak. This steady digital revenue growth positioned Utah’s email program as the foundational digital revenue generator that it needed to be. In addition to revenue gains, engagement rates across the whole email program skyrocketed. Their email file was strong and wanted to engage—and RKD was able to ensure emails were delivered and seen! Since partnering with the Humane Society of Utah on direct mail in 2021, RKD’s strategies have delivered remarkable results, achieving a 33% increase in gross revenue during the first year compared to their previous agency. This growth continued to soar, with revenue rising by 38.5% from 2021 to 2023. Click or drag to explore More Results View allView all Increased spend, ad grant optimizations help disaster relief effortsRead more > Disaster relief optimizations increased spend, help lift conversionsRead more > Record-breaking email donations on GivingTuesdayRead more > Multiyear strategic planning leads to incredible growth across channelsRead more >
