British Heart Foundation

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Challenge

Participants complete the 26.2 miles of the British Heart Foundation’s MyMarathon on their own terms – they can run or walk at the gym, in the park, and over a few days or spread out over a month. Along the way, MyMarathon runners collect donations for life-saving heart research. The BHF needed a way to cheer on their runners, help them connect with their community, and promote helpful content from their MyMarathon microsite.

Solution

In order to boost engagement, BHF used Movable Ink to add live polling to their emails. The poll asked runners about their progress and showed how many other runners chose the same answer in real-time. When the recipient made their choice, they were taken to a page with tips for overcoming their challenge. They had two versions of the poll: one for those who completed the MyMarathon and one for those who hadn’t.

Results

  • 38.06% lift in open rates
  • 13.82% lift in CTR
  • 35.82% lift in CTOR
Contextual email is one of our best, most cost-effective channels for talking to our supporters with personalized content. Live polling gave people something to engage with in the emails and made them feel part of a wider community.

Elly Crump, Email Marketing Manager, British Heart Foundation

Bhfoundation

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