Sometimes one email can make a huge impact. That was the case for SPCA International who needed to engage email subscribers in the effort to rescue 13 dogs and cats from the Middle East for deployed US service members. Their aim was to use email, which drives $1.3 million annually towards their mission, to raise the funds that were needed to rescue all 13 animals and reunite them with their service members in the US after their deployments.
SPCAI was a Certification customer who dropped the service in May of last year in an effort to control costs. Stephanie Scott, Director of Marketing & Communications at SPCAI stated, “We spent 16 painful months without Return Path Certification. We slowly saw our IP address reputation deteriorate and our open rates drop. At one point, we saw an open rate as low as three percent!”. After analyzing results, it became clear that this drop occurred as soon as Certification was removed from their IP addresses.
SPCAI knew they needed to get re-Certified if they wanted to successfully reach subscribers in order to rescue these 13 dogs. Stephanie recalls, “As soon as we were Certified again it was like a balloon lifting our results; everything got easier, open rates increased and stabilized and we have had four of our best email revenue months in the history of the organization. To us, it is a night and day difference.”
Being Certified again improved SPCAI’s open rate by 48 percent and click rates by a staggering 94 percent. On top of this change, they also saw a 98 percent increase in revenue year over year, making the re-investment in Certification well worth the cost.
By successfully reaching the inboxes of their subscribers, SPCAI increased their revenue and was ultimately able to raise the funds they needed and more. Today, all these animals are living happy lives in the US with the military service members who befriended them while on deployment in the Middle East. It is truly a happy ending—13 happy endings, to be exact!
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