The United Nations Educational, Scientific and Cultural Organization (UNESCO) does a huge amount of work around the globe- contributing to peace and security by encouraging international collaboration through five programs: education, culture, natural sciences, Communication/information, and social/human sciences. The non-profit organisation was looking for an effective, low-cost marketing technology that would be the base to spread awareness about their work.
With 193 member states and 11 associate members, it was not easy for UNESCO to ensure consistency in their global messages while responding to the interests of local audiences. Considering the scope of UNESCO’s mission and its diverse programs and audiences, the Bangkok office of the organization was looking for ways to use digital marketing to engage constituents in Asia.
UNESCO’s Bangkok marketing team had to raise public awareness about its work in the region as well as the on-the-ground impact among localities. They needed to engage a broad audience that would include Ministers of Science, Education, and Culture, the general public, NGOs, academics, policymakers, partners, and stakeholders.
Creating tailor made communications for such a diverse audience with different levels of knowledge and also interests in UNESCO’s work created the need to segment the subscriber base. They wanted to deliver relevant and customised content that would consistently talk about how they reinforce the global brand, strategic messages, and policy programs. This required technologies like natural language processing, among other technologies.
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After evaluating multiple types of digital marketing solutions, UNESCO decided to focus its efforts on a simple email marketing campaign. This would be a low cost high RoI option that would help in reaching a wide range of subscribers with educational content that includes infographics, press releases, and informational videos.
The requirement was an eye-catching design, the ability to segment audiences, and simple to use distribution function. As they decided to use email as their primary marketing channel, it came along with needs like flexibility and the option to use other marketing tools along with an email to reach audiences through webinars and CRM. UNESCO also focused on the need for a multiplier effect driven by subscribers where they share content through their own networks.
To ensure a closed-loop approach, UNESCO Bangkok used analytics to measure and also consistently improves open rates and engagement, throughout the digital marketing platform.
Today, UNESCO’s average email open rate is 27.05%, and the click-through rate is 7.16%. These results are well above the regional average rate, which is 22.11% for open emails and 3.2% for click-through rates. With regular tracking, they are able to tweak content based on audience feedback.
With such positive results, UNESCO Bangkok now is relying on email marketing as part of an integrated communications strategy. Using analytics to strategize on email marketing, UNESCO has an efficient and effective distribution solution that enables them to keep their focus on developing content.
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