The zoo’s marketing agency engaged with USADATA for sophisticated targeting, creative advice, email execution, reporting and analysis for one promotion each month, each with a series of three emails.
Data-driven lists and targeted creative elements proved to be a winning combination. Registrants for the Zoo Run were up 50 percent over the previous year. The preschool filled up before the zoo could even send out the third email.
Better results mean more revenue for the nonprofit, which relies on special events for funding. Greater efficiency in campaigns allows the zoo to generate a higher return on its marketing investment.
Next, the zoo plans to use the same successful approach to drive membership.