Email Campaigns: Know Your Audience and Get Results

by Amy Sample Ward on May 16, 2011

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This presentation includes research and data from the 2011 eNonprofits Benchmarks Study from NTEN and M+R Strategic Services. Learn more at http://www.e-benchmarksstudy.com/

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This presentation includes research and data from the 2011 eNonprofits Benchmarks Study from NTEN and M+R Strategic Services. Learn more at http://www.e-benchmarksstudy.com/

It was presented by Amy Sample Ward at the May 2011 PRSA Nebraska luncheon.

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Email Campaigns: Know Your Audience and Get Results — Presentation Transcript

Email Campaigns:Know Your Audienceand Get Results

Amy sample ward

AGENDA
}
Data
Subject
Content
Ask
Confirmation
Strategy
Testing

2010 eNONPROFIT BENCHMARKS
Download the
report & more
for free at:
http://www.e-benchmarksstudy.com

Data

DATA
Messages Sent
Messages Delivered
Hard & Soft Bounces
Unsubscribes
Messages Opened
Click-Throughs

Email Rates

List churn

OPEN RATES

UNSUBSCRIBE RATES

subjects

SUBJECT LINES
Defenders of Wildlife:
Headline: Congress Greenlights Wolf Slaughter (best)
Cryptic: Wolf Slaughter (better)
Generic: Take Action to Stop the Wolf Slaughter

Content

STRUCTURE

Asks

MESSAGE TYPE
Fundraising
Advocacy
Updates / Newsletter

EMAIL FUNDRAISING RESPONSE RATE

EMAIL ADVOCACY RESPONSE RATE

CLICKTHROUGH RATE

NEWSLETTER CLICKTHROUGH RATE

Confirmation

THANK YOU + ACTION

How to get Started

LIST
Short sign-up forms
Sign-up from anywhere
Create context for sign-ups
Provide options for more

SEGMENT
Super Advocates
Events
Action
Source
Offline and Direct Mail

TEST
From field
Subject line
Templates
Pictures
Content

EXAMPLES

CAMPAIGN
Target by audience/segment
Additional messages for those who don’t open, don’t click
Incorporate offers or exclusive deals
Change up the content
Make it personal

What’s next?

COMING TRENDS
Automated Campaigns
Mobile
Social Media Integration

RESOURCES
http://www.e-benchmarksstudy.com
http://www.nten.org/research/it_staffing_2010
http://www.nten.org/research/2011-nonprofit-social-networking-benchmark-report
http://www.idealware.org/articles/email_metrics.php
http://www.nten.org/events/webinar/2011/02/10/beyond-tactics-and-techniques-email-list-management-strategy
http://www.nten.org/blog/2010/10/15/howto-manage-your-email-campaigns-and-be-good-guest
http://www.nten.org/blog/2010/06/24/howto-use-google-analytics-track-your-online-marketing-campaigns

NTEN.ORG NONPROFIT TECHNOLOGY NETWORK
Webinars
Online Groups
Reports & Research
Technology Leadership Academy
Nonprofit Technology Conference – San Francisco, April 3-5

THANKS! QUESTIONS?
amy@nten.org
@amyrsward
http://nten.org/research
http://nten.org/events

Email Campaigns: Know Your Audience and Get Results

by Amy Sample Ward on May 16, 2011

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Email Campaigns: Know Your Audience and Get Results — Presentation Transcript