Email marketing: Incorporating email into your marketing outreach for cost-effective, driven results

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By Lisa Ghisolf, Gizmo Design, Inc.

By Lisa Ghisolf, Gizmo Design, Inc.

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  • 1. EMAIL MARKETINGIncorporating email into your marketing outreach for cost-effective, driven results Lisa Ghisolf > Gizmo Design, Inc. www.gizmo-design.com 312.545.9235 lisa@gizmo-design.com @gizmo-design.com
  • 2. WHAT IT ISN’T
  • 3. WHAT IS IT?• Text or HTML/graphic-based—we’ll be talking about HTML
  • 4. WHY EMAIL MARKETING?• Targeted results and ROI • Increase engagement, event ticket sales with cross-promotion and up-and cross-selling • Immediate and measurable tracking • Update and maintain prospect and client lists • Price • Email marketing rings in at about $0.01 per contact—a fraction of the cost of direct mail
  • 5. ROI
  • 6. WHY EMAIL MARKETING?• Improve brand awareness and preference: front of mind• Reach large audience quickly & keep a clean list• Build word-of-mouth, social sharing• Showthe personality of your organization with personal touches, like a blog or Twitter feed• Create a two-sided relationship
  • 7. HOW DO YOU IMPLEMENT IT?• Best to use an outsourced system • Tracking and reporting • Keep up with technology • Managed relationships with ISPs • Manage unsubscribes, bounces and subscribers • Get sound advice • Test, test, test!
  • 8. BUILD A LIST• Ask for an email at every opportunity • Signup box on every page of web site • Ask volunteers, donors, board members • Ask at speaking and networking events • Explain benefits • Double opt-in creates a cleaner list
  • 9. BUILD A LIST• How are you asking? • Askfor preferences in content, frequency • No means no • Letthem know what • Too much, too little? they’re getting • Share your privacy • Losing open rates? policy Ask again • Do you have a • Say “thank you” privacy policy?
  • 10. HOW TO WRITE E-NEWSLETTERS• What do they really want to read? Ask them!• Use humor• Share successes, news, needs• Archive to create further value• Survey or interview your readers• Abide by CAN-SPAM laws
  • 11. QUICK RUNDOWN OF CAN-SPAM No false or misleading header information. 1.No deceptive subject lines. 2.Identify that the message is an ad. 3.Tell recipients where you’re located. 4.Tell recipients how to “opt out.”  5.Honor opt-out requests promptly [10 business days].6."This means you!”
  • 12. HOW TO PAWN THE WRITING OFF ON OTHERS• Invite guest writers• Ask readers, clients, volunteers, donors, board members to contribute• Get free articles from others• Hire a writer• Co-brand with a company or organization— carefully!
  • 13. HOW TO DESIGN IT• Ask a pro :^)• Brand it!• Design well — headers, table of contents, color, short sentences, lots of space• Consistency in design!• Design to the preview pane and disabled images• Be sure to connect to your web site’s various pages, not just your home page [landing pages!]
  • 14. TARGET SMARTLY• What are your “competitors” doing? Then toss it out the window!• Target by delivery time• Split your list up • Staff, volunteers, clients, board members • By interest • Events, volunteer & need opportunities • Thank yous • Renewals, donation requests • Awareness & informational communications • By age & demographics?
  • 15. TARGET SMARTLY• Create anticipation, response through your story• Don’t forget that call to action—and make it obvious• Tie in with other communications • Blogging, Twitter, Facebook, LinkedIn: Where is your supporter base?• Offline marketing • Get readers “in” on the secret—use direct mail to point them to sign up for emails • Donors who give online & offline are the most valuable to non-profits, according to recent Convio study• Frequency: What’s right for you?
  • 16. MEASURE—AND PAY ATTENTION TO IT• Learn the lingo• Really read your statistics and measure them over time • Average open rates for house lists are averaging 25.44%, according to Epsilon; mobile phones accessing email up 28%. • What does that mean to you? • Open rates, bounces can be deceptive • What is getting through? Be creative • Mix in text emails, interactive forms in the email, surveys
  • 17. IN THE END• Get serious about email marketing to realize its results• Eventhough email is a cheaper media, invest time and money to get the best results• Utilize experts who understand the media
  • 18. THANK YOU!Any questions?Sign up for a copy of this presentation& my e-newsletter!Lisa Ghisolf > Gizmo Design, Inc.www.gizmo-design.com312.545.9235lisa@gizmo-design.com@gizmo-design.com