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Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
Anatomy of Engaging Email Campaigns for Nonprofits
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Anatomy of Engaging Email Campaigns for Nonprofits

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From Blackbaud's 2011 conference, Michael Snusz offers examples of not for profit email campaigns and tips for increasing conversion rates.

From Blackbaud's 2011 conference, Michael Snusz offers examples of not for profit email campaigns and tips for increasing conversion rates.

Published in: Technology, Business
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  • TITLE SLIDE.
  • If you don’t have the budget to bring on staff to focus on email, here’s what you can learn
  • Email is a relationship
  • Much like nonprofit database
  • Section header
  • Relationship-building tool. Don’t want to weaken it.
  • Maximized opportunity to connect with audiences
  • Section header
  • No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  • Can do more on your website – donate, register for an event, watch a video, explore your website. Experiment with color.
  • Section header
  • Huge difference. So many important details are rushed. No reason not to test every message.
  • Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
  • Can do more on your website – donate, register for an event, watch a video, explore your website. Give them just enough value to inspire them to click
  • What’s intuitive to you, may not be to your readers
  • Helps with SEO, drive social media traffic here
  • Transcript

    • 1. Higher Conversions: The Anatomy of Engaging Email Campaigns PRESENTED BY MIKE SNUSZ TWITTER: @MIKESNUSZ #BBCON11/17/2011 1
    • 2. ABOUT ME • 8 yrs working for or with nonprofits • Sr. Internet Marketing Consultant • Ride For Roswell: $330k to $1.2 million • Pro bono consulting for Compass • NetWitsThinkTank.com11/17/2011 2
    • 3. YOUR INBOX: A CLUTTERED, COMPETITIVE PLACE11/17/2011 3
    • 4. SESSION AGENDA • What nonprofits can learn from sophisticated retail email programs • How to deliver compelling email campaigns • How to start email testing tomorrow • Higher conversions: Campaign best practices11/17/2011 4
    • 5. WHAT NONPROFITS CAN LEARN FROM SOPHISTICATED RETAIL EMAIL PROGRAMS11/17/2011 5
    • 6. ABOUT RETAIL EMAIL PROGRAMS • Large budgets, staff, work with agencies • Sophisticated programs that provide value • Top programs: Most important value drivers - 71% - build in targeting capabilities* - 82% - test and measure everything* *2011 Gleanster survey on Email Marketing11/17/2011 6
    • 7. PERSONALIZING YOUR EMAIL CAMPAIGN THEN NOW11/17/2011 7
    • 8. CROCS11/17/2011 8
    • 9. WHOLE FOODS11/17/2011 9
    • 10. AMAZON11/17/2011 10
    • 11. HOW CAN NONPROFITS DELIVER COMPELLING EMAIL CAMPAIGNS?11/17/2011 11
    • 12. DELIVER TARGETED CONTENT • Click-through rates 2x as high first 30 days* • Open rates (7%) and click-through rates (80%) increased** • Provide value • Connection • Without relevant content, risk: - Level of engagement - Lack of attention - Decreased response - Weakened relationship *MarketingSherpa "Email Marketing Benchmark Guide 2008” **MailerMailer 2010 Email Marketing Metrics Report11/17/2011 12
    • 13. SPCA ERIE COUNTY 2010 participants 2009 participants 2008 participants 2007 participants Campaign Emails Click-through rate Email #1 1.68% Email #2 1.98% Email #3 (personalized) 3.50%11/17/2011 13
    • 14. RONALD MCDONALD HOUSE OF KC Past attendees Attended similar event Audience Click-through rate Past attendees 25.1% Attended similar event 14.6% Everyone else 8.6%11/17/2011 14
    • 15. UDM ALUMNI NEWSLETTER School of Architecture Engineering Grads Audience Open rate School of Architecture 23.5% Engineering Grads 18.9% Non-Personalized 1st Paragraph 11.9%11/17/2011 15
    • 16. TARGETED CONTENT CHECKLIST  Divide email list into segments  Discuss relevant content possibilities for segments  Prioritize top 3-5 segments  Content placement  Create and insert personalized content  Send email  Analyze results11/17/2011 16
    • 17. FIND OUT INTERESTS www.KayYow.com11/17/2011 17
    • 18. HIDDEN WAYS TO PERSONALIZE ANY EMAIL Cultivate • Thank recent donors • Tell how donations were used • Thank recent event attendees • Show photos • Thank recent volunteers Provide value • Deliver relevant content • Reminders (membership, event fees) • eReceipts • Pay pledges11/17/2011 18
    • 19. HIDDEN WAYS TO PERSONALIZE ANY EMAIL Solicit • Funding need matches area of interest • Provide past gift info • Planned giving prospects Data Integrity • Missing information • Verify information11/17/2011 19
    • 20. HOW TO START EMAIL TESTING TOMORROW11/17/2011 20
    • 21. WHAT TO TEST?11/17/2011 21
    • 22. TEST SUBJECT LINES • Great starting point Subject line Open rate Did you forget to do something? 25.7% Get the Fall season started on the right paw 15.4% Subject line Click-through rate Grab Your Red Shoes and Join Us at Hangar 10 5.45% Red Shoe Shindig Celebration of 30 Years Helping Families 1.75%11/17/2011 22
    • 23. TEST TIME OF DAY • 6:00-7:00am (MailChimp) • 6:00-11:00am (MailerMailer) • 9:00am (Marketing Sherpa) • 9:00am (eROI) TEST DAY OF WEEK Best? Worst? • Monday (eROI) • Wednesday (eROI) • Mon/Sun (MailerMailer) • Tues/Wed (MailerMailer) • Thurs (AWeber)11/17/2011 23
    • 24. TEST CONTENT • Headline • Positive vs. Negative • Reward • Images/caption • Video screen shot • Signature • PS • Landing page11/17/2011 24
    • 25. TEST CALL TO ACTION • The largest difference between high and low performing email programs was in email click-through rates* • Where • Language • Images vs. Styled text • What color • Incentive *2010 eNonprofit Benchmarks Study, NTEN & M+R11/17/2011 25
    • 26. HOW TO TEST? • Start simple • Send 2 tests: Each to ~10% • Wait 1-2 days • Review metrics & check statistical significance eMarketingDynamics.com • Send “winning” message to 80% • Repeat, Repeat, Repeat11/17/2011 26
    • 27. HIGHER CONVERSIONS: CAMPAIGN BEST PRACTICES11/17/2011 27
    • 28. PLAN YOUR EMAIL CAMPAIGN • Start earlier! • Identify specific goal(s) and date(s) • Discuss segments & relevant content • Test? • Incentives? • Channels: Offline? Social media? • Review email internally • Send & review metrics11/17/2011 28
    • 29. SUBJECT LINES • Pique curiosity & generate intrigue Not Intriguing Intriguing Help Maine wildlife 5 things you can do right now for Maine wildlife April 2010 Alumni eNewsletter Newsletter: Who’s coming to Homecoming and more • Front-load first 30 characters • Check spam folder11/17/2011 29
    • 30. AVOID LARGE OR MANY IMAGES11/17/2011 30
    • 31. SUMMARIZE PURPOSE IN HEADER IMAGE’S ALT TEXT11/17/2011 31
    • 32. CALLS TO ACTION • Answer What + Why + Where (or When) Not Compelling Compelling Speak up now Speak up now to stop the bloodshed in Syria Donate now Donate now to feed those starving in Somalia Register Register to ride in honor of cancer patients • Instead of images, use table cells with background color • Include it early, then again • Track where clicks occur (www.nonprofit.org/donate#intro)11/17/2011 32
    • 33. USES INCENTIVES TO PROVIDE VALUE • Gift doubled • Drawing • Tax-deductible • Send an eCard • Recognition • Purchase a specific item (Wish List)11/17/2011 33
    • 34. SCANNABLE CONTENT11/17/2011 34
    • 35. AVOID NONPROFIT JARGON Support the annual campaign Support those who are homeless this holiday season Email not displaying? View it in your browser. Can’t see images? Find them here. Make a tribute gift Make a gift in honor or memory of someone you love Opt out Remove me from future emails11/17/2011 35
    • 36. CREATE A WEB-BASED VERSION11/17/2011 36
    • 37. ASK FOR A SPECIFIC NEED11/17/2011 37
    • 38. CREATE A COMPELLING LANDING PAGE11/17/2011 38
    • 39. SEND A FOLLOW-UP EMAIL • Identify who • Did not open? • Did not click-through? • Did not respond? • Use an alternate approach 2011 eNonprofit Benchmarks Study11/17/2011 39
    • 40. ADDITIONAL CAMPAIGN TIPS • Survey recipients • Screen shots of video: 2-3x higher clicks* • Say thank you!11/17/2011 40
    • 41. IMPACT TIPS • If you’re not personalizing every email, you’re missing an opportunity for better results • Use email testing to validate assumptions and allow you to make data-driven decisions • Become mobile-friendly by simplifying email11/17/2011 41
    • 42. #BBCON TWEET TAKE-AWAY: Personalizing content and testing messages are keys to better #nonprofit email results #BBCON11/17/2011 42

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