RehabBingo.com is a fundraising activity of the Rehab Group, Ireland’s largest charity providing training, employment, health and social care services to people with disabilities and those who are socially marginalised. Its email newsletters and flyers, sent using Newsweaver technology, play an important part in driving sign-ups and traffic to the RehabBingo.com website, with website traffic increasing by 20% around each send.

Challenge:

Irene Gahan, Head of Marketing and Operations for NMLS Ireland & UK, developed and launched the email marketing campaign for RehabBingo.com using Newsweaver. Due to charity regulations, RehabBingo.com can only communicate with people who have registered to play on the website, Irene explains. To meet this challenge, it set two goals for its email marketing. The first goal was that it would assist in attracting and growing its subscriber database. The second was that it would encourage return traffic to the RehabBingo.com website.

Solution:

A number of the elements available through Newsweaver were incorporated into the RehabBingo.com newsletters. These included the use of a ‘subscribe’ box to build the user database and the use of social networking to increase exposure and attract new subscribers. It also used the segmentation facility to target readers more effectively as well as using the test, measure and target features to keep an eye on subscriber activities.

Results:

Through its ‘subscribe’ box, RehabBingo.com captures subscribers’ permission and interest, which also makes it possible to tag them into groups.

The RehabBingo.com Facebook page and its Bingo Blog have also been used to invite people to sign up to the newsletter.

Daily website traffic jumps more than 20% across the board after a mailing – and this is sustained for the next 48-72 hours after the emails have gone out. The success of the RehabBingo.com emails is measured by the number of players on the website in the 48 hours following the email newsletter.