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E-mail platform setup – Global Mechanism

The client:

The Global Mechanism of the United Nations Convention to Combat Desertification (UNCCD) submits recommendations for projects to combat land degradation to donor countries, and offers recipient countries on-site support for and expert advice on implementation.

The situation:

The Global Mechanism has modified its strategy in order to focus more on sustainable development. The organization is committed to fighting desertification – a phenomenon caused by a complex combination of geographical, environmental, political, economic and social factors. To raise awareness of its revised approach within the development aid community, a new Website was created, with a rich variety of information.

The task:

Publicare was tasked with drawing attention to the Website and its complex, multi-faceted content, in order to promote the new strategy and initiatives of The Global Mechanism. Particular challenges included the lack of a consolidated e-mail distribution list, the fragmented nature of the target group due to the diversity of the subject matter, and the difficulties associated with securing the target group’s time and attention.

The solution:

Publicare developed and implemented an e-mail communications solution that offered tight integration with the Website, drawing attention to specific types of content based on user profiles. In addition, e-mail contacts – previously managed at multiple sites by local staff of The Global Mechanism – were consolidated. And thanks to the clear and prominent positioning of registration buttons on the Website, the client can generate further contacts. Each e-mail has the same look and feel as the Website, and focuses on one central topic– with links to related information and downloads on the Website. E-mails also feature details of relevantreports from external sources, e.g. the times of a BBC documentary on anti-desertification projects. The profiles of individual recipients are enhanced by analyzing user behavior, i.e. the resources they choose to view.

The technology:

The e-mail communications solution is based on the emarsys xpress e-mail marketing platform. All emarsys xpress forms were integrated into the Website. The e-mails also feature links to relevant Website content.

The benefits:

Publicare has resolved the challenges associated with the complex, multi-faceted Website content by means of a “semantic network”: Via the links in e-mails, recipients can find the information they need. Since implementation of the new e-mail marketing strategy, overall awareness of and visibility intothe organization has increased significantly. Its initiatives enjoy greater popularityand recognition, and the Website is considered a relevant and reliable source of information when it comes to development aid and desertification – despite enormous competition from other sources for the target audience’s attention.

The services:

Expert advice on and development of the Website; implementation of the e-mail communications solution, and its integration with the existing Website; editing and production of e-mails; maintenance of e-mail distribution lists;