Charity Help for Heroes engaged dotmailer as its email service provider to help it better target and personalise its email communications
Help for heroes needed a platform that could offer seamless integration with its Microsoft Dynamics CRM system, to create a very precise and targeted communications tool.
Help for Heroes’ mailing content covers three principal areas – the main Charity, ‘Retail’, and ‘Events and Challenges’. The system needed to fulfil three functions, creating mailings primarily for keeping supporters informed and fund raising, driving direct sales of a range of branded, and encouraging people to take part in and organise events to support the charity’s work.
The organisation wanted to be able to create and deploy content targeted to supporters and potentials, dependent on a range of factors including geolocation and level of engagement, in order to maximise public involvement.
Help for Heroes integrated dotmailer with its MS Dynamics CRM platform, allowing the organisation to both to keep track of all its supporters and their engagement, while empowering the charity to segment and send highly targeted email content, based on that information.
Through using the platform, the organisation has been able to compare the impact of different ways of sending mails out, such as such as copy and design through A/B testing.
“Before we implemented the current system, someone doing a e-shot would have to export the mailing list from our CRM system, and import this into the mail platform,’ says Ben Henson, Help for Heroes’ IT Change Manager. “Now you can build a target list in MS Dynamics, write the text you need and upload relevant graphics to dotmailer, press ‘send’ and off it goes. It has slashed the time taken to do emails dramatically.”
Ben continues – “Being able to refine mailings not just by content but by targeting them directly towards those people we know are most likely to respond, is going to have a profoundly beneficial effect on the success of email.”
In addition, the organisation has seen a dramatic reduction in marketing costs through time saved in production.