%
Average open rate nearly
Store revenue from email
List growth since September 2022
Despite housing hundreds of powerful animal rescue stories, Luvin Arms' emails failed to emotionally captivate their audience. While their large subscriber list represented an eagerly compassionate community, the sanctuary's one-size-fits-all email blasts fell flat. Open rates were below 20% and there was a significant subscriber churn.
To improve Luvin Arms' email presence, we dive deep in the sanctuary's mission and each resident's journey. From traumatic rescues to joyful awakenings, we tried to understand the full emotional spectrum behind Luvin Arms.
Our strategic content pillars became "Varied Vignettes" and "Personalized Pathways" - allowing each newsletter, campaign and fundraising appeal to engage multiple audience senses. Through richly-detailed scenes, supporters could vividly imagine the sights, smells and personalities awaiting them at the sanctuary. They felt each animal's resilience, struggle and ultimate redemption.
For the annual gala, we didn't just highlight logistics - we shared overlooked resident backstories that exemplified why this event's funds proved so vital. Even routine communications recounted poignant moments of healing, hope and humble beginnings.
Our "Personalized Pathways'' initiative identifies key segments whose values and motivations align with Luvin Arms' mission.
The Results
Fundraising Success
32.3%
Average Open Rate
2.3%
Average Click Rate
Cultural Resonance: Targeting specific groups, like in the Paryushan Campaign, for the Jain community proved effective in engaging and mobilizing supporters.
