Created by Social Republic, the new social-marketing arm of Agency Republic, the newsletter is being sent out to 250,000 Oxfam supporters. The order of content is personalised according to the recipient.
"This is the first email communication to run across all our supporters," says Tony White, e-marketing leader at Oxfam. "The channel that people used to give us their email address will influence the order in which they view the stories. For example, campaigners will see campaign information first. If people show more of an interest in one kind of content over another, we can use that information to try to engage them more in future."
Oxfam Report Live has 40 per cent open and 10-15 per cent clickthrough rates, claims White, whose aim is to email all of Oxfam's one million supporters.
He hopes to move administration communications, such as direct debit schedules, to email as well, which could save up to £2 million in postage.
_1.jpg)
.jpg)
