The Challenge
Going into this membership campaign we knew there were two obstacles: almost all synagogues in the U.S. have been losing members for years; and this was a year our two (married) rabbis left, which often leads members to find a synagogue with an established rabbi.
We decided to be proactive and reach out to Jewish people searching for a new synagogue, and followed up with a targeted email. Even though people join temples throughout the year, there is a huge spike in the fall right before the High Holy Days, so we targeted extremely specific demographics in Facebook Ads and web searches using Google Ads.
The campaign featured photos of our actual members (not stock images), engaging with each other and enjoying our various events and programs; hyperlinks throughout to give people immediate details; and I optimized the responsive design to make sure their happy faces appeared throughout the email. Since my research showed we could expect most new members to be young families, I made sure the photos focused on kids and their parents, and I wrote the text to highlight our award-winning religious school and youth activities.
This email campaign proved to be an enormous success: our membership not only went up when it should have gone down, but we gained more members than any year previously.
What I Did:
- Art Direction
- Branding
- Project Management
- Research
- Wireframes
- UX
- Graphic Design
- Responsive Design
- Copywriting
- Editing
- Email Coding
- Email Testing
Project Type:
Email Design & Implementation
Programs Used:
- Photoshop
- Constant Contact
- HTML/CSS