Nonprofit Email Marketing from Blackbaud Delivers
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Nonprofit Email Marketing from Blackbaud Delivers

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Email marketing session delivered in NYC in March, 2009 at a Blackbaud Delivers conference.

Email marketing session delivered in NYC in March, 2009 at a Blackbaud Delivers conference.

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Nonprofit Email Marketing from Blackbaud Delivers Nonprofit Email Marketing from Blackbaud Delivers Presentation Transcript

  • The Right Message, The Right People,The Right Time –Making the Most of E-mail MarketingAllison Van Diest
  • Making the Most of Email MarketingBrought To You By….Allison Van Diest | Page #2 © 2008 Blackbaud
  • Making the Most of Email Marketing Fundraising Relationship Management Website / Internet Solutions Financial Management Direct Marketing Prospect Research / Analytics Education Administration TicketingAllison Van Diest | Page #3 © 2008 Blackbaud
  • Making the Most of Email Marketing Agenda The Right Time • Why Email? Why Now? • And the best time is…? The Right People • Know Your List – Grow Your List • Segmentation The Right Message • SPAM • Testing • Evaluating Success • Building Great ContentAllison Van Diest | Page #4 © 2008 Blackbaud
  • Making the Most of Email MarketingKey Facts and Figures 15% to 20% of all corporate email is marked as spam 19% is the average open-rate for nonprofit emails 4% is the average conversion rate for nonprofit emails 40% of email clickthroughs are lost at the landing page 50% of people will open an email in the first 9 hours 75% of all email is spam 100% of you will get a copy of this presentation emailed to you by the end of the week! Sources: MarketingSherpa, Nonprofit Times, ClickZ, Wired, BlackbaudAllison Van Diest | Page #5 © 2008 Blackbaud
  • Making the Most of Email Marketing Why Email; Why Now? And If Now… Then When, Exactly? THE RIGHT TIMEAllison Van Diest | Page #6 © 2008 Blackbaud
  • Making the Most of Email MarketingTough Times“Charities Are Bracing for a Long, Hard Winter” “Economys downturn prompts new challenges for charities”“Fundraising focus critical during slump”Allison Van Diest | Page #7 © 2008 Blackbaud
  • Making the Most of Email Marketing“Maximize all fundraisingtactics available…(including) online givingoptions…”“GET ONLINE NOW andask for lots of SMALL DONATIONS…”Allison Van Diest | Page #8 © 2008 Blackbaud
  • The Right Time Making the Most of Email MarketingMillions of Messages o 5000-7000 images per day o 25,000 new product introductions each year o Average household gets 180 pieces of mail per month o Average affluent household gets 300+ pieces per month o Average household watches 7 hours of TV per day and spends 3.5 hours onlineAllison Van Diest | Page #9 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right Time What Makes Email So Effective? Virtually real-time Personal Measurable Its ability to level the playing fieldAllison Van Diest | Page #10 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right TimeWhen Email Can Work Better Type Traditional Email Medium Acquisition Mailing a letter or Sending an e- post card appeal invitation to attend an event Cultivation Mailing a printed Sending an copy of your Annual eNewsletter Report Acknowledge- Mailing a receipt or Sending an email ment acknowledgement receipt and thank you letterAllison Van Diest | Page #11 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right Time Is There A Right Time To Send Email? There is no magic formula…so test, test, and oh yes, TEST! But…the most popular days are Tuesday through Thursday Saturday is the lowest volume email day of the week Source: MarketingSherpaAllison Van Diest | Page #12 © 2008 Blackbaud
  • Making the Most of Email Marketing Is There Anybody Out There? Just Nod If You Can Hear Me… THE RIGHT PEOPLEAllison Van Diest | Page #13 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right PeopleToday’s Supporter Reads email before snail mail More comfortable online Busy, satisfies interests on own schedule Expects information to be personalized Expects immediate feedback Demands information on progress/ stewardship Wants a way to share experiences with others onlineAllison Van Diest | Page #14 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right People As You Begin… Think about your overall goals Reflect on how email enhances your multi-channel marketing strategy Decide who to target and when Get permission (or at least understand what it means to have it) Start smallAllison Van Diest | Page #15 © 2008 Blackbaud
  • Making the Most of Email Marketing KNOW YOUR LIST – GROW YOUR LISTAllison Van Diest | Page #16 © 2008 Blackbaud
  • The Right People Making the Most of Email Marketing No Email List? No Problem… Whether you have some contacts or are starting from scratch, anyone can grow a strong email list The three most important factors in effective email list- building are: • Where and how you acquire the addresses • How you welcome each new subscriber • How you manage the relationship after the opt-in Source: EmailLabsAllison Van Diest | Page #17 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right People Grow Your List Online Feature an email sign-up form on each page of your site and on all transactional emails Encourage readers to pass along your message to friends Direct staff and other close supporters (board, volunteers, etc.) to include subscription links in email signatures Use Search Engine Optimization/Marketing to increase web traffic and, consequently, subscriptions Investigate alliances or partnerships with similar or complementary organizations to reach common supportersAllison Van Diest | Page #18 © 2008 Blackbaud
  • Making the Most of Email MarketingAllison Van Diest | Page #19 © 2008 Blackbaud
  • Making the Most of Email MarketingAllison Van Diest | Page #20 © 2008 Blackbaud
  • Making the Most of Email MarketingAllison Van Diest | Page #21 © 2008 Blackbaud
  • Making the Most of Email MarketingAllison Van Diest | Page #22 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right People Grow Your List Offline Offer an incentive to register like early or exclusive information, special offers, or reminders Encourage subscription through postcards, letters, and other direct mail communication (“Help us go Green! Help us save on postage!) Promote your email/newsletter in articles, press releases, publications, industry directories, etc. Purchase an Email Append serviceAllison Van Diest | Page #23 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right PeopleKnow Your List Organize and track your email file Keep your list clean Let your supporters do the work Get …and keep… permissionAllison Van Diest | Page #24 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right PeopleOpt In vs. Opt Out Find opt in screenshot Don’t pre-check the box Explain what they are subscribing to and link to your privacy policy Don’t ask for more information than you need (or will use) Always provide confirmation of their subscription You may email once without explicit permission to request itAllison Van Diest | Page #25 © 2008 Blackbaud
  • The Right People Making the Most of Email MarketingKnow the Difference SPAM® – noun. A trademark of the Hormel Foods Corporation used for a canned meat product consisting primarily of chopped pork pressed into a loaf. Spam – verb. To send unsolicited or undesired bulk electronic mail messages.Allison Van Diest | Page #26 © 2008 Blackbaud
  • The Right People Making the Most of Email MarketingIt’s the Law: CAN-SPAM 101 o CAN-SPAM permits e-mail marketers to send unsolicited commercial e-mail as long as it contains all of these: an opt-out mechanism; a valid subject line and header (routing) information; the legitimate physical address of the mailer; and a label if the content is adult. o CAN-SPAM requires the sender to stop spamming opt-outs within 10 daysAllison Van Diest | Page #27 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right PeopleLove Your List Find image Hook them early with an optimized welcome message Send follow up message within a week (or less) After a few months of active email, survey lists to see if you are meeting expectations As you learn more about your list members, segment them and message accordinglyAllison Van Diest | Page #28 © 2008 Blackbaud
  • Making the Most of Email MarketingAllison Van Diest | Page #29 © 2008 Blackbaud
  • Making the Most of Email MarketingAllison Van Diest | Page #30 © 2008 Blackbaud
  • Making the Most of Email MarketingAllison Van Diest | Page #31 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right People Why Segmentation is Important Segmentation breaks your audience into manageable parts If the goal is building relationships, it helps to know who you are talking to Segmenting your list will lead to more targeted messages If you don’t segment, you are treating every one of your recipients like they are the exact same type of personAllison Van Diest | Page #32 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right People Segmentation Basics • Demographics and Lifestyle • Preference and Opinion • BehaviorAllison Van Diest | Page #33 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right People Common Email Segments New • introduce yourself, engage with prospective supporters Best • need to be thanked, kept happy Middle • how can you motivate them to do more? Lapsed • need to reengage or dropAllison Van Diest | Page #34 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right People Key Segmentation Tips When in doubt, segment your email list like you would for direct mail Never segment further than you have plans (or ability) to act!Allison Van Diest | Page #35 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right People Avoid Sticky Situations Don’t get caught in honey pots, spam traps, or tar pits Remove invalid email addresses as quickly as you can Don’t email to unresponsive accounts BEWARE THE BLACKLIST!Allison Van Diest | Page #36 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right PeopleHow to be a Good Sender In your messages, always include: • A clear way to unsubscribe • Link to your homepage • Privacy policy • Physical/street address of your organization • The purpose; why you are sending it to the reader Consider offering alternative ways to receive emails, such as: • Receiving newsletters monthly vs. weekly • Change of address (home vs. business email) • Really Simple Syndication (RSS)Allison Van Diest | Page #37 © 2008 Blackbaud
  • Making the Most of Email MarketingReally Simple Syndication (or Streaming) – RSS Popular way to publish frequently updated content such as blog entries, news headlines, and podcasts Contains either a summary of content from an associated web site or the full text Makes it possible for people to keep up with web sites in an automated manner that can be piped into special programs or filtered displays Source: WikipediaAllison Van Diest | Page #38 © 2008 Blackbaud
  • Making the Most of Email Marketing Should we be taking notes? Is this stuff going to be on the test? THE RIGHT MESSAGEAllison Van Diest | Page #39 © 2008 Blackbaud
  • The Right Message Making the Most of Email MarketingIt’s All Been Done Before New and improved… Limited time offer… Buy now and you also get… Your help is urgently needed… ?Allison Van Diest | Page #40 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageMarketing 101 Product Place Promotion PriceAllison Van Diest | Page #41 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right Message • What is • Where/how given in do we let exchange people for participate? support? Product Place Promotion Price • How do we •What do we reach out want from to people? people?Allison Van Diest | Page #42 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessagePositioning Exercise What do your supporters get back when they support you? What is at stake – for the supporter, not just the organization – if they do not support you? How does supporting your organization differ from supporting another cause? Or from spending money or time another way?Allison Van Diest | Page #43 © 2008 Blackbaud
  • Making the Most of Email Marketing STARTING ON THE RIGHT FOOTAllison Van Diest | Page #44 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageTips for Your “From” Address Lines The "From" line should reflect an identifiable organizational figure – or best of all, your organization Avoid numbers or symbols in the “From” line — they may trigger spam filters Use consistent “From” name and “Reply-To” addresses to build your sender reputationAllison Van Diest | Page #45 © 2008 Blackbaud
  • Making the Most of Email MarketingAllison Van Diest | Page #46 © 2008 Blackbaud
  • The Right Message Making the Most of Email MarketingHow Important is that Header? 80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message 73% based that decision on the "From" name 69% percent based the decision on the subject line Source: 2007 Email Sender and Provider Coalition (ESPC) studyAllison Van Diest | Page #47 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right Message Subject Line “Do’s” Limit the subject line to as few characters as possible Avoid using "$", "!" and ALL CAPS in the subject line Personalize whenever possible Make it clear what is being delivered Colon Power: Use it to place the most important key word first Remember, “the best subject lines tell what is inside; the worst subject lines sell what is inside.”Allison Van Diest | Page #48 © 2008 Blackbaud
  • Making the Most of Email MarketingFix These Subject Lines ACT NOW TO TAKE PART IN OUR FREE COMMUNITY EVENT!!! No caps No “free” No exclamation points Too generic • What is the event? Lead with something more specific. • Why should I act now? Give me a deadline if appropriate. All Parish Picnic this weekend: Enjoy spring weather and make new friendsAllison Van Diest | Page #49 © 2008 Blackbaud
  • Making the Most of Email Marketing Ask our Expert how you can become more healthy today Who is the expert? Healthy in what way? Is there a deadline for the event? Heart Health: Doctor Bob answers our questions at 6pm WednesdayAllison Van Diest | Page #50 © 2008 Blackbaud
  • Making the Most of Email Marketing Welcome New Friend of ABC University! Thank you for joining our mailing list! No exclamation points Extremely impersonal • New Friend is worse than no label • Mailing list sounds unfriendly and commercial Welcome, Allison, to the ABC University Alumni News CommunityAllison Van Diest | Page #51 © 2008 Blackbaud
  • Making the Most of Email Marketing CALL-TO-ACTIONAllison Van Diest | Page #52 © 2008 Blackbaud
  • The Right Message Making the Most of Email MarketingCreating a Compelling Call-to-Action In most cases, the whole point of sending an email is to inspire action Your call-to-action should compel your readers to do something Give readers a sense of excitement and urgency Use specific, action-oriented language Say it early and repeat oftenAllison Van Diest | Page #53 © 2008 Blackbaud
  • Making the Most of Email MarketingAllison Van Diest | Page #54 © 2008 Blackbaud
  • The Right Message Making the Most of Email MarketingAllison Van Diest | Page #55 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right Message Use Landing Pages to Boost Response Keeps email content more concise and interesting Lets recipients learn more before they must decide to take action Easier to track interest (and lack of interest) of recipients Helps create a consistent message across all marketing vehicles Improves search engine optimizationAllison Van Diest | Page #56 © 2008 Blackbaud
  • The Right Message Making the Most of Email MarketingAllison Van Diest | Page #57 © 2008 Blackbaud
  • Making the Most of Email MarketingAllison Van Diest | Page #58 © 2008 Blackbaud
  • Making the Most of Email MarketingAllison Van Diest | Page #59 © 2008 Blackbaud
  • Making the Most of Email MarketingAllison Van Diest | Page #60 © 2008 Blackbaud
  • Making the Most of Email Marketing CONTENT AND DESIGNAllison Van Diest | Page #61 © 2008 Blackbaud
  • The Right Message Making the Most of Email MarketingEmail Content Basics Think about your audience Keep content short and to the point Use bulleted lists for improved scan-ability Use stories to engage readers Demonstrate a clear purpose and a clear call to action Use statistics, testimonials, case studies, and expert opinions to support your pointAllison Van Diest | Page #62 © 2008 Blackbaud
  • The Right Message Making the Most of Email MarketingProven Email Copywriting Ideas The Top 10 list Research or analysis News and current events The success story The interview The quiz The personal message Some examples excerpted from the article, “Ten E-mail Starters to Break Writers Block”, 2007Allison Van Diest | Page #63 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessagePublish research or analyze others’Allison Van Diest | Page #64 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageShare NewsAllison Van Diest | Page #65 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageCurrent EventsAllison Van Diest | Page #66 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageShare Your SuccessAllison Van Diest | Page #67 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageFeature an InterviewAllison Van Diest | Page #68 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageThe Personal MessageAllison Van Diest | Page #69 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right Message Email Copy: Worth the Investment Still having trouble writing effective email content? Reuse and recycle Use 3rd party content Hire a professional email copywriter #1 Rule - Don’t skimp on email copyAllison Van Diest | Page #70 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right Message Time to Design? Things to Keep in Mind… Design for the preview pane of email applications Never put important information (or the call to action) in an image Avoid large blocks of text — use headlines for increased “scan-ability” Link to a web-based version of your email at the top Align content to the left to accommodate narrow preview panes Test your HTML emails in multiple browsers before sendingAllison Van Diest | Page #71 © 2008 Blackbaud
  • The Right Message Making the Most of Email MarketingThink About the Preview Pane 65% of users utilize a preview pane 84% of 18 -34 year olds 68% of 36 -54 year olds 58% of 55 and olderAllison Van Diest | Page #72 © 2008 Blackbaud Source: Spectrobrain
  • Making the Most of Email Marketing The Right Message Designing the email (html) Designing for Mobile Devices Mobile readers are more likely to scan your email rather than reading Include compelling call to action in the first 15-25 characters of your subject line Avoid “top heavy” images in the design Use “alt-tags” on images In addition to testing email browsers, test messages in handheld devicesAllison Van Diest | Page #73 © 2008 Blackbaud
  • Making the Most of Email Marketing TEST, TEST AND OH YES, TEST!Allison Van Diest | Page #74 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageEmail Testing Testing makes you smarter over time Testing can help keep you out of spam filters Testing ensures you get the most “bang for your buck” (or at least the most predictable response) Testing allows you to develop a “proven package” online before spending $$ offlineAllison Van Diest | Page #75 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right Message Methods of Testing: A/B vs. Multivariate A/B = Testing one variable at a time against a control Multivariate = Testing multiple variables within multiple versions Multivariate usually best for starting out; as you find a winning control piece, refine with A/B testingAllison Van Diest | Page #76 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageWhat to Test Metrics • Open rates • Clickthroughs • Conversion Elements • Header • Message • Timing Source: Email Marketing by the NUM8ERSAllison Van Diest | Page #77 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageEmail Metrics Deliverability Open Rate Clickthrough Rate Unsubscribe Rate Conversion Rate Source: ReturnPathAllison Van Diest | Page #78 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageEmail Metrics – Deliverability Deliverability measures the % emails successfully delivered or not This is an inexact number as not all ISPs report delivered email Source: ReturnPathAllison Van Diest | Page #79 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageEmail Metrics – Open Rate Open Rate measures the % of opened emails that were delivered Open Rate can only be tracked on HTML-based emails Preview Panes can provide false-positive open rates Roughly 50% of all email recipients can’t properly handle tracking images The average open rate for known recipients is 19%. Source: ReturnPathAllison Van Diest | Page #80 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageEmail Metrics – Clickthroughs CTR measures the % of links clicked by unique individuals in an email Be sure to look at both unique and per-individual CTRs in your metrics CTRs are highly dependent on the quality of the email segmentation, content, and designAllison Van Diest | Page #81 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageEmail Metrics – Unsubscribes Unsubscribe Rate measures % of opt-outs from the email Remember…to be CAN-SPAM compliant you must allow for opt-outs Allow people to remove themselves from certain email lists as well as all communicationAllison Van Diest | Page #82 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageEmail Metrics – Conversion Rate Conversion Rate measures % of clickthroughs that resulted in an action Actions could be making a donation, registering for an event, taking a survey, renewing a membership, or some other trackable action Conversion Rate is the ultimate measure of the success of an email campaignAllison Van Diest | Page #83 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageEmail Metrics – Focus on Conversion Rate Deliverability Rate Open Rate Clickthrough Rate Conversion Rate UnsubscribesAllison Van Diest | Page #84 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageThe Metrics that Matter (# Sent – Bounced) Deliverability = # Sent # Unique Opens Open Rate = (Sent – Bounced) # Unique Clicks Clickthrough Rate = (Sent – Bounced) # Unsubscribes Unsubscribe Rate = (Sent – Bounced) # Actions Completed # Actions Completed Conversion Rate = or (Sent – Bounced) Unique Responders (Clicks) Source: Email Marketing by the NUM8ERSAllison Van Diest | Page #85 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right MessageHow Long Does it Take to Measure Results? 50% of people will open an email in the first 9 hours 75% of people will open an email in the first 28 hours The remaining 25% may take several days The average email campaign has its peak open rate in 14 days Source: MarketingSherpaAllison Van Diest | Page #86 © 2008 Blackbaud
  • Making the Most of Email Marketing The Right Message We Have A Winner! Be sure to send all email at the same time Make clear notes about what youre testing and which group is getting the “control" version Wait at least 48 hours before declaring a winner Make sure test groups are of significant quantity The more you test, the more youll learn – be sure to use what you learn!Allison Van Diest | Page #87 © 2008 Blackbaud
  • Making the Most of Email Marketing WHERE DO WE GO FROM HERE?Allison Van Diest | Page #88 © 2008 Blackbaud
  • Making the Most of Email MarketingFive ThingsYou Can DoTomorrowAllison Van Diest | Page #89 © 2008 Blackbaud
  • Making the Most of Email Marketing Right NowFive Things You Can Do Tomorrow Audit one of your emails for the four Ps. • Is your value proposition clear? • How about Place and Price? (If you want someone to do something, you need these!)Allison Van Diest | Page #90 © 2008 Blackbaud
  • Making the Most of Email Marketing Right NowFive Things You Can Do Tomorrow Plan a single item to test in your next email. • (Hint: The subject line is easy and sometimes has dramatic results!)Allison Van Diest | Page #91 © 2008 Blackbaud
  • Making the Most of Email Marketing Right NowFive Things You Can Do Tomorrow Run your next (or last) email through a free spam audit like spamcheck.sitesell.com (bonus: Check your next (or last) email in a different browser…or on a mobile!)Allison Van Diest | Page #92 © 2008 Blackbaud
  • Making the Most of Email Marketing Right NowFive Things You Can Do Tomorrow Write (or rewrite) your welcome email. • Does it offer something or motivate a next action?Allison Van Diest | Page #93 © 2008 Blackbaud
  • Making the Most of Email Marketing Right NowFive Things You Can Do Tomorrow Create a new segment to test in your next campaign. • Try a completely unique message to people who have given their email address but never taken action.Allison Van Diest | Page #94 © 2008 Blackbaud
  • Making the Most of Email Marketing Questions?Allison Van Diest | Page #95 © 2008 Blackbaud
  • Making the Most of Email MarketingThank you!If you have questions or comments later, please let me know!Phone: 843-654-3262Email: allison.vandiest@blackbaud.comAllison Van Diest | Page #96 © 2008 Blackbaud