Innovative Partner Interview: Movember

Our innovative partner interview series brings you marketing insights from experts at our partner companies. This month, we chatted with Meaghan Bilinski, Digital Marketing Director at the Movember Foundation. Movember uses email marketing to drive fundraising for men’s health. Want to get involved? Check out Movable Ink’s Movember team page!

Can you give us some background about Movember and your mission?

The Movember Foundation is the only global charity focused solely on men’s health. We want to help men to live happier, healthier and longer lives and to achieve that we invest in these critical areas: prostate cancer, testicular cancer and mental health and suicide prevention.

Our main fundraising campaign takes place in the month formerly known as November, where men and women sign up at Movember.com to participate in the following ways:

  • Grow a moustache
  • Move and be physically active for men’s health
  • Host an event
  • Make a donation

How does email marketing fit into the larger digital marketing picture?

Email is a huge part of our digital marketing efforts, it gives us a direct line of communication with people who are fundraising or have made a donation. We have also been acquiring our database since 2007 so it’s the largest marketing channel we have.

It’s also our most successful marketing channel when it comes to getting people to take action (signing up to fundraise or making a donation).

Find out how Movember increased donation values by 30% using dynamic email content.

When is email data most critical to your efforts: During the planning process;
while you’re executing a campaign, so you can change course or allocate more resources; or afterwards, to measure your success?

All of the above!

Depending on what type of campaign we’re running, we rely heavily on data at all various points.

For a lot of what we do, data is most critical post campaign and in the planning process. As nearly all of our activations are annual (Movember, World Suicide Prevention Day, Testicular Cancer Awareness Month, World Suicide Prevention Day, Men’s Health Week, etc.) we rely on looking at what worked previously to inform our plans for the next time around.

During Movember however, when we’re sending more regular communication, we look at the results immediately to see what’s working and what isn’t to tweak future communication.

What do you see as the single most disruptive force coming to the world of email
marketing?

I think the most disruptive force is not just across email, but all aspects of marketing and that is the rise of data-driven customer-centricity. Audiences are now expecting all communications and touch-points to be hyper relevant to them, and their attention spans are shorter than ever. If you’re not delivering them what they need or want, they’ll move on to the next email within a few seconds. We have more data than ever before, and using that data to create relevant content is definitely challenging, but exciting.

What excites you most about leveraging contextual marketing as a part of your
strategy?

Making our emails more relevant for our community, and continuing to use the technology to integrate our audience into our brand. One of our values at Movember is to provide remarkable experiences, and we want to do that across every touchpoint, especially email! Contextual marketing is one key way we can do that.

See the email that helped Movember increase donation values by 30% here, and find out how you can help the Movember cause here. 👨🏻