Campaigns we like: Barnardo's

Personalisation in email is one of the most important factors that we focus on with our clients. This isn’t just in the sense of including ‘first name’ or ‘personalised’ content. It’s in the sense of remembering that there’s a real person who ‘s going to be reading your emails, and thinking about why that person will be interested in reading and engaging with your communications.

This email from Barnardo’s is a fantastic example of how email can build a personal connection with the recipient, to drive home a serious message and encourage donations.

• The subject line, with its direct question “What would you do? Missing Child Report” is at once engaging and intriguing. I just had to open the email
• The design of the email is simple. The clear text keeps the reader focused on the key message: a short letter asking what you would do if this Missing Child report landed on your desk
• The call-to-action is a compelling, self-reflective question: What would you do next? It’s hypothetical of course, but the options “Go and see Sarah” or “Close the case”, tug at my emotions and my curiosity…I am going to have to click through. Mission one accomplished

The landing pages for this campaign on the Barnardo’s website then take the recipient further into the story. We learn more about Sarah and why she has gone missing, and at the same time we learn about the valuable service that Barnardo’s provides. No one wants to be the type of person who walks away from someone in need, so you don’t “Give Up” - you follow this campaign through right to the end, and there are many easy opportunities to donate along the way.

For me, this email is really clever. It’s the perfect use of email to create initial connection and interest and to continue the engagement in a more interactive, educational environment on the website.

I would love to know what level of response this campaign has generated.

Fiona Robson, Managing Director, Rocketseed

You can find more articles like this from the Email Marketing Council via