RSPB commences email-marketing campaign to recruit new members
• Harvest Digital to manage strategy and creative
• Bluestreak selected as email marketing platform

London – 11 January, 2006 The Royal Society for the Protection of Birds is launching an email marketing campaign in a bid to recruit new members. The RSPB, Europe's largest wildlife conservation charity, has selected online marketing agency Harvest Digital to manage the campaign following a three -way pitch, and appointed Bluestreak as the email marketing platform.

Harvest Digital has produced topical copy and engaging creative featuring stunning images of wild birds. With the strap line of ‘Saving birds, wildlife and the environment’, the first email emphasizes the effect of global warming on birds and wildlife and has a click through to the RSPB to join. The mailing also has news, including articles about RSPB reserves and helping garden birds to survive the winter, and an offer of fifteen months membership for the price of twelve.

Jo Coker, Direct Marketing Co-ordinator at the RSPB explains, ‘Signs the climate is changing are all around us - this year we have had one of the hottest summers on record. Erratic weather makes it even harder for many wild birds to survive. Birds are an important part of our ecosystem and a great indicator of the health of our planet so we need more supporting members to enable us to help them and their habitat. Email is an efficient way to reach potential supporters with a wealth of supporting information and a good offer. We selected Harvest Digital to manage the marketing because of their strategic direction and experience in the charity sector and Bluestreak because of their guidance on best practice, metrics and analysis.’

Harvest Digital produced creative options, which were then split-tested by sending them to small segments of the database. Bluestreak monitored their performance for clicks, opens and the number of new members joining, and produced a custom report to decide on the most effective option. The email will be sent to the RSPB’s in-house database on the Bluestreak ionMX platform.

Mike Teasdale, Planning Director at Harvest Digital, comments, ‘We worked through a lot of potential email layouts as we wanted to maximize the amount of readable content that would display in the auto-preview pane. The test showed that the version with more content and a newsletter style generated more click-throughs, which validates our view of best practice of email design.’

Dax Hamman, International Operations Manager at Bluestreak comments, ‘We have tested the copy for spam-filtering and used our integrated ReturnPath tools to check the layout against 18 major email applications and ISPs to ensure the email is optimized for deliverability. Combined with the best creative from Harvest this will ensure higher open rates and click-throughs to sign ups.’

The roll out of email activity will commence this week.


About Bluestreak
Bluestreak is a leading provider of digital marketing technologies and services that help global marketers and agencies connect and interact with their online customers. A pioneer in rich media, the company today offers a full range of digital marketing solutions including a next-generation, permission-based email marketing platform, a powerful ad management solution and strategic services for guiding customers through digital customer acquisition and/or retention programs.

Bluestreak sets itself apart by providing marketers with state-of-the-art email marketing capabilities, including response-oriented creative development, email sweepstakes solutions, email program health checks and messaging on emerging platforms like RSS and SMS.

Headquartered in Providence, RI with offices in New York, Dallas and London, more information on Bluestreak can be found at:

About Harvest Digital
Harvest Digital is a full-service online marketing agency specialising in media planning and buying, search marketing, and online marketing creative.

Formed in 2001, the company is privately owned by staff. Based in Soho in London, clients include Tesco Personal Finance, Norwich Union, Auto Trader, Thomas Cook, 3M, Tiscali, Shelter, uSwitch and CMC Markets.

About RSPB
The Royal Society for the Protection of Birds is a growing movement of over one million people representing nature’s voice. It works to save birds the special places they live and the environment we all depend upon. As a charity (No 207076), it can’t operate without the goodwill and financial support of individual people.

For further information, please contact:
Joanna Burton
International Marketing Manager
Tel: 0845 029 1414

Published on: 12:00AM on 11th January 2007