Launching BuildPalestine’s Membership Network

Email marketing and CRM as a driver of growth

In the dynamic global business landscape where data is value and effective communication is pivotal, BuildPalestine approached us with the goal of launching their membership network Under the Olive Tree.

Through a carefully crafted email campaign, we managed to consolidate and transform BuildPalestine’s data assets into a thriving membership network.

This case study outlines the successful strategy employed to launch the network, convert the first 100 paying members, and establish a robust communication framework through email marketing.

Campaign Objective

The primary goal was to swiftly and efficiently launch a membership network using years of accumulated data, cleaning it up, and leveraging an email service provider (ESP), MailChimp, to create a targeted communications strategy. The objective was to convert the first 100 paying members within a short timeframe.

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Data Collection and Cleaning:

Data Assessment: A thorough audit of the existing data was conducted to identify inconsistencies and gaps. Data was collected from multiple sources including old databases, spreadsheets, and offline records.

Data Cleaning: Using data cleaning tools and manual verification, duplicate entries were removed, incorrect information was corrected, and data was standardized. This process ensured accuracy and reliability in targeting potential members.

Email Service Provider Setup (MailChimp)

Integration: MailChimp was integrated with the cleaned database. This setup involved importing the refined data into MailChimp and segmenting it based on various criteria such as past engagement, demographics, and interests.

List Management: A subscriber list was created, categorizing potential members for tailored communications.

Communications Strategy:

Email Flows Development: Three distinct email flows were designed and implemented:

  • Welcome Flow: A series of introductory emails welcoming new subscribers, providing information about the NGO, its mission, and benefits of membership.

  • Engagement Flow: Emails focused on engaging subscribers with valuable content, success stories, and updates on the NGO’s initiatives, building a connection and demonstrating impact.

  • Conversion Flow: Targeted emails aimed at converting engaged subscribers into paying members by outlining membership benefits, exclusive offers, and calls to action.

Automation: Automated workflows were set up in MailChimp to ensure timely delivery of emails based on subscriber actions and engagement levels. This automation ensured consistent and personalized communication with minimal manual intervention.

Launch and Rollout

Pilot Testing: Prior to the full launch, the email flows were tested with a small segment of the database to fine-tune messaging and ensure functionality.

Full Launch: The membership network was officially launched with a targeted email campaign. Subscribers received a series of well-timed and personalized emails as per the designed flows.

Conclusion

By meticulously cleaning data, leveraging MailChimp for automated email campaigns, and implementing a strategic communications plan, the NGO effectively launched its membership network. The swift and efficient approach not only achieved the goal of converting the first 100 paying members but also laid a strong foundation for future growth and engagement.

This case study highlights the importance of data management, strategic communication, and the use of modern tools in driving successful membership campaigns. For tech startups and companies looking to launch similar initiatives, this approach serves as a practical guide to achieving rapid and effective results.