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Email Marketing Success at Service Dog Institute

Posted on | February 24, 2011 | No Comments

In 1975, Dr. Bonnie Bergin originated the idea of “service dogs” trained to help people with mobility limitations. Since then, she has informed and educated people around the world about the beneficial assistance that service dogs can provide individuals with disabilities. In 1991, she founded the Assistance Dog Institute (which the trustees renamed in her honor) to educate others on how to train service dogs and to help reduce the five-to-ten year wait for these wonderful and smart creatures.

Today the Bergin University of Canine Studies is the world’s only university granting academic degrees in dog studies. Recognized by the US Department of Education and notable canine studies organizations, the university is accredited by Accrediting Council for Independent Colleges and Schools.

Last year the university began using Ennect Mail to build awareness of its programs. The school has found emarketing success by creating topical and visually-interesting email programs. It regularly achieves impressive open rates, averaging 18.5 percent from an open range that spans 13.2 to 22.7 percent.  Its click-through rate is not too shabby either: an average of 4.3 percent with a click-through range of 2.2 to 6.2 percent.

The university’s emails do not need to take a hard-hitting approach to achieve these results. Because of the nature of their subject matter and the popularity of dogs in general, it is easy to see why recipients could be predisposed to open their emails.  The emails themselves are visually engaging once opened. And their message is clear: if you love and respect dogs — and want to help others — here’s a great way to combine the two in a rewarding career.

The real measure of success is bottom line results. And according to Dr. Bergin, the email program has been rewarding. “We have had tremendous response from the email campaigns,” she says. “The emails have had a significant effect on the numbers of individuals who have contacted us and requested more information about our canine training programs.” In fact, one of the issues Bergin University now faces is keeping current with the contact response, but – given the importance of the work that Bergin University does – maybe that’s a good thing.


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