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Habitat for Humanity China
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Online Marketing
Challenges
HFH China needs a powerful but cost-effective tool to further communicate its values and beliefs to the community and recruit more volunteers and donors as the old in-house email system no longer served the marketing purpose
Solutions
WeB-eM helps HFH China construct attractive templates and monitor each campaign through report analysis Innovative tracking and triggering functions allows HFH China to send automated, timely, and proactive follow-up email when recipient clicks on specified contents. An easy step-by-step guide for HFH China to develop permission-based in-house lists in accordance with UEMO
Small Changes Yield Big Improvements in Email Marketing

In order to contact its target market and bring in customers, companies of all sizes across different industries require effective promotion tools. This is particularly important for non-profit making organisations as resources are limited. There are plenty of marketing and e-marketing tools on the market offered by various companies, but too much choice might leave companies feeling confused and daunted. The key is knowing how to select the most appropriate one. Habitat for Humanity (HFH) China has successfully selected an effective email marketing tool that helps extend its reach across the territory.

Habitat for Humanity (HFH) International is a non-profit Christian housing organisation founded in 1976 with a mission to eliminate poverty housing throughout the world by building simple, decent homes with the help of volunteers and the homeowning families themselves. Today, Habitat for Humanity has built more than 300,000 houses, sheltering more than 1,500,000 people in more than 3,000 communities worldwide.

Need for a Better E-mail Marketing Tool

HFH China focuses on poverty housing projects in Mainland China. To support its mission, HFH China needs a powerful but cost-effective tool to further communicate its values and beliefs to the community and recruit more volunteers and donors. "Through the work of Habitat, thousands of low-income families have found new hope in the form of affordable housing. Therefore, obtaining committed long-term financial and volunteer support is essential to addressing the issue of poverty housing. To keep up the momentum, effective and sustained communications with supporters is a key task at HFH China. eCommunication is particularly important in this era of e-commerce. If we want to spread our beliefs faster and make more people understand our work, and be effective in helping thousands of families in need, effective e-mail marketing is the direction to follow. The in-house email system no longer serves our marketing purpose", said Steven Ying, General Manager of HFH China's Hong Kong office.

Habitat for Humanity China - Activity

HFH China was used to relying on its own in-house email system to send electronic direct mail (eDM) to its partners, volunteers, supporters, and sponsoring corporations on project updates and donation appeals. As the in-house system was not designed to handle email blast, it failed to perform tracking analysis and manage a centralised database.

"With the implementation of Unsolicited Electronic Messages Ordinance (UEMO), we have to honour unsubscribe requests within 10 days upon receiving the submission, we need a reliable and effective system to help us maintain a centralised database and the unsubscribe list. Moreover, we never know if our email is read or deleted after we have hit the "send" button. We want to evaluate the effectiveness of our eDM and seek continuous improvement in communicating with stakeholders," added Mr. Ying. "WeB-eM is one of the best email marketing systems that we have used. Using Web-eM has made the tasks of email blasting, mail tracking, and database management easy. It has substantially enhanced our e-marketing activities with figures such as "open-rate" and "click-rate" analysed for our evaluation."

The WeB-eM Solution: An Effective Email Marketing Engine

WeB-eM is an effective email marketing tool developed by WeB, an IT services subsidiary of WTT. HFH China has been using WeB-eM since January 2009. WeB-eM takes a revolutionary approach to managing web-based marketing campaigns, with its tracking and triggering functions sending automated, timely, and proactive follow-up email when recipients click on specified contents. It also provides an easy step-by-step guide for HFH China to develop permission-based in-house lists and construct appropriate and attractive templates. Its unsubscribe function will also proactively track, update and report all "unsubscribe requests" to ensure they are being dealt with in accordance with the UEMO.

HFH China can now analyse its eDM campaign and users' reading habits using tracking data consolidated by WeB-eM. The list management and UEMO Compliance function allow HFH China to maintain an up-to-date master database and comply with the UEMO.

"With several email delivery reports, we are able to understand our users' reading habits and segmentalise the database according to their reading preferences. Effective and professional e-marketing messages are realised with user-friendly DIY tools such as Campaign Builder and Intelligent Spam Analyser," added Mr. Ying. "We are able to plan our communications campaign in an efficient and cost-effective manner with WeB-eM."