Non-profits' online direct marketing campaigns lack email customisation

Non-profit organisations are struggling with email customisation, according to new research carried out by marketing company Return Path.
The study, called Telling Stories, Building Relationships: How Non-Profits Can Create More Engaging Email Marketing Programs, shows that most non-profits have mastered the basics of email marketing.

Sixty-two percent of charitable organisations send new subscribers a welcome message, compared to 40 per cent of commercial marketers. Following best practice, 90 per cent of non-profits send their welcome message within 24 hours.

Yet, although 81 per cent request geographic data, only 12.5 per cent use it to customise or segment their email marketing.

Only 20 per cent collect demographic data, while 28 per cent did not send an email to subscribers during the 30 day study period, the results revealed.

Bonnie Malone, director of response consulting, Return Path, said. "We think they´re missing out on the ability to make email an even more-powerful 1-to-1 marketing tool by customizing their messages."

Meanwhile, high street chain Homebase has announced the expansion of its email marketing campaign.
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