UX Research in Email Marketing Engagement for RSPCA
Researching ways to deliver a more engaging EDM strategy and boost conversions.
Role
UX Researcher
Tools
Miro, Google Forms, Litmus
Team
Solo, bootcamp project
Timeline
July– Sep 2024 (7 weeks)
Overview
A self-directed, mentored UX research project, this study focused on improving RSPCA Australia’s email engagement strategy. With an email subscriber base of over 120,000 users, RSPCA faced challenges in open, click-through and conversion rates. The goal was to uncover insights into how users engage with email communication and what influences their willingness to take action.
Background
Industry: Non-Profit, Animal Welfare
Location: Sydney, Australia
RSPCA Australia is a community-based charity that advocates for animal welfare, rehoming, and responsible pet ownership. The national body works with governments and industries to promote animal welfare standards, while its state and territory member societies operate shelters and enforcement efforts.
RSPCA’s monthly electronic direct mail (EDM) campaigns are a key channel for outreach, aiming to educate, inform, and inspire action among its supporters. However, declining email engagement metrics highlighted a need for research-driven improvements.
Objectives
Database: Increase quality subscribers by understanding email behaviours and preferences.
Engagement: Identify types of content that resonates with supporters and influences engagement.
Conversion: Understand what users are seeking in and expecting from email communication in order for them to take action.
Research Questions
From then I had broken down the objectives into 3 simple questions to support the direction of research:
What makes someone give out their email address?
→ This question addresses the factors that influence users to subscribe, including the value they perceive in receiving email communications from RSPCA Australia.
What subject lines break through in an inbox?
→ This question focuses on understanding which types of subject lines lead users to open emails amid a crowded inbox.
What/how much content is required before a user takes action?
→ This explores what types of content or calls to action prompt users to click through and engage with campaigns, make donations, or take other meaningful actions.
Research methodology
Desk Research and Heuristic Evaluation
Research had shown RSPCA Australia was performing marginally lower than a number of reported industry averages across 6 different vendors (e.g. Mailpro, Campaign Monitor and Neon One).
It is worth to mention that these averages are taken across small and large non-profit organisations, so it what a challenge to accurately bench mark when, for example, the average subscriber list was reported at just over 5k contacts, while RSPCA Australia had over 120k. With a larger population it is expected to see lower engagement rates in comparison.
Th July 2024 edition of the monthly enewsletter was tested against Litmus.com's Visual Impairment filters and automated accessibility checks. Overall, the contact and general accessibility of the email is POSITIVE.
6 / 38 checks needed to be reviewed.
One area of note is Tritanopia (bluegreen blindness), which effects 1 in 20 people with colour blindness. Highly uncommon, this is still an area of consideration due to RSPCA’s brand colours.
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Why accessibility?
The focus on email accessibility is driven by the increasing number of Australians with visual impairments. According to a 2020 survey, over 500,000 Australians are blind or have low vision, a figure expected to rise as the population ages. This issue is not limited to specific conditions like colour blindness but extends to broader low-vision concerns.
Additionally, improving accessibility enhances overall user experience and brand inclusivity. Even individuals without visual impairments experience eye fatigue from screen use, making elements like contrast and font size crucial for all users.
Key Insights
The following key insights and findings come directly from the survey and user interviews.
They are structure in accordance with the research objectives and as a results with the user journey map, in order to empathise with the emotions and needs of users at each step of the signup flow.
Sign up and Preferences
-
Users, particularly in 25-34 age group of the survey, are reluctant to give out their email addresses unless they perceive a clear, tangible benefit. This demographic often waits until there is a transactional reason to provide their email, such as signing up for an event or making a purchase.
-
The survey shows respondents are currently more concerned with other social issues outside of animal welfare, such as healthcare (45.7%), homelessness & housing, and climate change (both at 41.4%).
‶I only give
out my email
if there's something
I really want in return,
like updates on a
campaign I care about.″
Proactive email management habits
-
Most participants, regardless of age, check their personal emails multiple times a day, with the 25-34 age group being the most frequent checkers. It’s important to emphasise that checking does not mean opening.
-
Downward trend of this frequency. This could be interpreted as email increasingly becoming a necessity -only channel.
-
Majority of the interview participants expressed some sort of use of email rules and filters to help sort into ‘spam’ or other specific categories. This reliance lends to an expressed avoidance of email notifications due to the high volume of spam and
promotional content.
‶I don't have
notifications because I
get so much junk.
If I checked every
notification, it
would drive me crazy.″
Preference for social media
-
Users showed a preference for receiving updates from non-profits through social media platforms like Instagram rather than email.
-
One interview participant highlighted the importance of timestamps and recent activity on social media platforms feeling more validated in that the content they're seeing is current.
‶I trust social media
more because of
the timestamp
that's readily available.″
Ambiguous preference categories
-
All interview participants had expressed some form of dissatisfaction around the clarity and description of the four categories shown in the subscriber form.
-
Signing up wasn’t a consideration simply because participants didn't know what they were signing up to.
‶I don’t want to sign up
for any because it's
not descriptive enough.
I don't know what
RSPCA approved news
could be.″
Receiving and Opening Emails
Participants had favoured subject lines that are concise, engaging, and relevant to their interests, as well as those that hint at something personal or unexpected. For example, subject lines related to pets or wildlife were found to have the highest preference during the interview’s ‘sports bracketing' type of activity which asked users to pick their favourite subject line from two tests and the winner will continue to the next round. I tested 9 different variations of the July 2024 EDM subject line.
The survey reported that participants in the 18-34 age group tend to have higher volumes of unopened emails, suggesting lower engagement with promotional content. This contradicts the frequency of checking an inbox, indicating several key behavioural
patterns:
Overwhelmed by volume - Even though they check their inbox frequently, they may feel inundated and unable to manage the volume, leading to many emails going unopened.
Skimming for important content - Participants scan subject lines and previews, leaving emails unopened unless they seem important or interesting, opting to open only valuable ones.
Desensitization to frequent emails - Frequent inbox checking may cause email fatigue, where too many irrelevant emails reduce engagement and lead to eventual disengagement.
Fear of Missing Out (FOMO) - Users check their inbox often to avoid missing important emails but leave many unopened if they aren’t critical and instead keeps them as ‘just in case’.
Irrelevant or unengaging emails - Frequent inbox checking without opening emails suggests the content isn’t relevant or engaging to users' preferences.
—
Limited Email Engagement
Users in the 18-34 age range tend to have higher volumes of unopened emails, suggesting lower engagement with promotional content (sales/offers, newsletters, events). A significant portion reported not opening these types of emails in the past week. Participants ages 55-64 were more likely to open emails related to sales/offers or newsletters, indicating a higher level of engagement with promotional content.
‶I open emails when
they seem personal
to me, especially if
they're about pets
or campaigns I care
about.″
Mobile First
-
Mobile phones dominate as the preferred device across all age groups, with a more diverse device usage among 35+ respondents.
-
Most participants engaged with emails primarily through their smartphones. Important emails (e.g., transactional or
financial) are sometimes reviewed on a desktop, especially if attachments are involved.
‶When I'm at the
desktop, I'm usually
also there where I
work as well. So I'm
like, oh yeah, I'll
open this. Whereas
on my mobile, I'm
just sitting on the
lounge and I don't
really focus that
much. I don't really
give my full
attention to my
email.″
Subject Lines
-
Subject lines that hint at something personal or unexpected tend to perform better. For example, subject lines related to pets or wildlife were found to have the highest open rates during testing.
-
Noting there were no report of the preheader/preview text having any influence for interviewees. The from name and subject line had sole consideration.
‶If a subject line
catches my
attention, like
something specific
to pets, I’m more
likely to open it.″
Engaging with content & taking action
Relevant Content
-
Participants are more likely to click through when the content is concise, directly relevant to their interests, and provides a clear, actionable next step.
-
Order of content preference ALWAYS depends on the subject line.
-
The majority of respondents across age groups use mobile devices to check their email, emphasising the importance of mobile-friendly email design.
[IMAGE]
Clearer Layout
-
Interviewees, initially regarded the email layout positively. However on further inspection and attempting to navigate to
their preferred content piece, became frustrated at how long it felt for them to find the appropriate piece. -
CTA buttons felt inconsistent, and overall there was an immense amount of text.
‶I think the email is laid
out well, especially
for a quick read on a
phone. But I’d like
more consistent
headings for each
section so it’s easier
to find what I want.″
Recommendations
The following recommendations reflect emerging patterns in email marketing, emphasising the need for content that is tailored, concise, and mobile-friendly—factors that will be crucial for RSPCA Australia to not only engage their current supporters but also adapt to the future of digital engagement.
Contextual relevance, not ‘personalisation’
Move away from generic personalization (e.g., first name usage) and instead focus on relevant, interest-driven content.
-
MailPro’s Email Marketing Benchmark 2023 report found that personalised subject lines and content had slightly worse open
and click-through rates. These findings are also consistent with some sentiments expressed during the interviews. Therefore, it would be more accurate to shift the focus from "personalisation" to "contextual relevance" or "interest-based targeting." -
This term emphasises delivering content that aligns with the user’s specific interests, preferences, and behaviours, without relying on personal information.
‶When organisations
use my name in the
subject line, it feels
disingenuous. It’s like
they're trying to
create a personal
connection that
doesn’t exist.″
Conduct an A/B tests in the signup flow of the following scenarios.
During the synthesis phase of this project, participants were asked post interview the following question: Would you rather scenario A or B, and why? 4 out of 5 respondents preferred selecting preferences at the time of signup.
-
Scenario A: Imagine you sign up for an email list with just a simple email input and no immediate options to customise your preferences. Shortly after, you receive a welcome email that invites you to customise your email interests (e.g., selecting topics you care about, frequency of emails, etc.). How would you feel about this approach? Would you be likely to engage with the welcome email to set your preferences?
-
Scenario B: Now consider an alternative scenario where, upon clicking "subscribe," you're taken to a landing page that allows you to fully customise your email preferences right away (e.g., choosing topics, email frequency, etc.). Would this more detailed and immediate customisation process appeal to you, or do you think it might be overwhelming?
‶Ooh I prefer scenario B.
I’m probably not even going to read
the welcome email, I’ll see the
subject and think yeah yeah blah
blah. (You don't think it's too much
extra work to go through at the
start?) It might be to some people. I
can only talk for myself - I know I
tend to ignore admin emails″
Gathering and utilising contextual preferences
-
Review sign-up preference titles
-
Consider using interactive content (such as quizzes or surveys) to capture subscribers
-
Consider offering more incentive-based email sign-ups
We are all on our mobile phones
Optimise email for mobile devices
Over 60% of respondents using mobile devices to check their emails, RSPCA must ensure that all email content is mobile optimised. This includes keeping content concise, ensuring images scale properly on smaller screens, and using large, clear CTAs that are easy to click on mobile devices.
Quick Win: Limit the number of words to 75-100.
Quick Win: Ensuring the max-width is at 600px that is also responsive to smaller devices.
Quick Win: Implement a responsive email design with content that fits within 200-250px above the fold for mobile
viewing.
[IMAGE]
Increase focus on social media integration
Many respondents expressed a preference for receiving updates via social media. By integrating social media content with email campaigns, RSPCA can maximise engagement. Encourage email recipients to follow RSPCA on social platforms or share email content via social media.
Quick Win: Include social media sharing buttons and exclusive social media content teasers in every email to encourage cross platform engagement.
Explore concise and contextualised subject lines
Quick Win: Keep subject lines under 50 characters, grabbing attention in a cluttered inbox.
Quick Win: Experiment with even shorter subject lines; 3-4 words may yield higher results.
Long term: Use A/B testing to identify which subject lines resonate most with different audience segments.
Long term: Test variations of subject lines, such as those focused on pets versus wildlife, to identify which themes drive the
highest engagement.
‟
"I think the first question you posed, ‘What makes someone give out their email address?’ was so interesting. It really resonated because we often don’t realise what we’re asking of people. The accessibility insights, particularly around colour blindness, were also fascinating and highly relevant given our brand’s identity."
— Stakeholder feedback.
Learnings
Contextual relevance and content alignment play a critical role in driving engagement with RSPCA Australia's email communications. While personalisation in the form of using individual names or data has shown mixed results, it is clear that aligning content with user interests—such as pet care tips, wildlife conservation or scientific updates—can significantly boost open and click-through rates. Users are selective about which emails they engage with, often ignoring content that feels generic or overwhelming, even though they frequently check their inbox. This means that focusing on clear, concise, and visually engaging content, especially optimised for mobile, is essential to maintaining engagement. The findings suggest by delivering content that resonates with supporters’ interests, leveraging mobile-optimised formats, and integrating social media, RSPCA Australia can create a more effective and future-proof email strategy.
An assumption that was not completely explored was that RSPCA Australia’s “highly engaged database” was due to the over 35 years demographic. It was hypothesised (and somewhat supported during this project) that current subscribers over the age of 35, were the ones demonstrating more deliberate and selective engagement with emails because they were more likely to open on desktop. Where as for respondents under 35, mobile hosted a better alternative for information seeking—social media. Given these patterns, it’s plausible that older supporters are contributing more significantly to RSPCA’s key conversion metrics, including donations and campaign activism. Further research is needed to test the validity of this assumption and to explore how RSPCA Australia can best further optimise its email strategy for both demographics.