Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.
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Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc.

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Email is the most effective way to communicate directly with your supporters any time you want. This session will focus on how to ensure that your supporters will continue to receive, open, and act on ...

Email is the most effective way to communicate directly with your supporters any time you want. This session will focus on how to ensure that your supporters will continue to receive, open, and act on your messages. Once you have great messages, it’s time to grow your audience. This session will also cover several key ways to grow your list of online supporters.

Attendees Will Walk Away With:
• Understanding the impact of timing and frequency in email messaging
• Ideas on improving the content and relevance of your messages
• Learn strategic ways to grow your list of supporters

Eric Rardin
Eric is a Director of Nonprofit Services at Care2, an online community of over 13 million people who support charities and causes. Prior to joining Care2 Eric designed and executed integrated advocacy campaigns. Eric has an MBA from the Carey School of Business at Johns Hopkins University.

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Eric Rardin - This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed | presented by Care2 Inc. Presentation Transcript

  • 1. This Ain’t Your Mama’s Newsletter: How To Get Your Email Campaigns Noticed
  • 2. (My mamma doesn’t have an e-newsletter) 2
  • 3. Session overview • Five keys to effective email campaigns – Timely – Relevant – Actionable – Content matters – from subject line on – Thank your supporters honestly and often 3
  • 4. Session overview • Four deal breakers you must avoid – Multiple asks – Broken links – No tracking – Making the donor work 4
  • 5. Session overview • Eight ways to grow your support base online - Collect email addresses on your web site - Leverage offline communications - Encourage pass along (Viral Marketing) - Online advocacy - SEM, SEO, and co-registration (e.g. Care2) - Asking supporters to market for you (e.g. Web 2.0) - List swap or hosted email– with another nonprofit or corporate partner - E-Appends 5
  • 6. Three keys to effective email campaigns: Timely 6
  • 7. Three keys to effective email campaigns: Relevant 7
  • 8. Three keys to effective email campaigns: Actionable 8
  • 9. Three keys to effective email campaigns: Subject lines matter Subject lines matter: Worst subject line ever? Best subject line ever? 9
  • 10. Three keys to effective email campaigns: Thank your supporters honestly and often Do this: 10
  • 11. Three keys to effective email campaigns: Thank your supporters honestly and often Not this: 11
  • 12. Four deal breakers you must avoid – Multiple asks – Broken links – No tracking – Making the donor work 12
  • 13. Four deal breakers you must avoid: Multiple asks 13
  • 14. Four deal breakers you must avoid: Broken links 14
  • 15. Four deal breakers you must avoid: No tracking 15
  • 16. Four deal breakers you must avoid: Making the donor work 16
  • 17. Eight ways to grow your support base online 1. Collect email addresses on your web site 2. Leverage offline communications 3. Encourage pass along (Viral Marketing) 4. Online advocacy 5. SEM, SEO, and co-registration (e.g. Care2) 6. Asking supporters to market for you (e.g. Web 2.0) 7. List swap or hosted email– with another nonprofit or corporate partner 8. E-Appends 17
  • 18. 1. Collect email addresses on your web site 18
  • 19. 2. Leverage offline communications • E-mail ask on a direct mail reply or insert • Separate mailing – postcard or PURL mailings • PSAs, press releases, events, telemarketing, DRTV, video, mobile campaigns, social media, bloggers 19
  • 20. 3. Encourage pass along (Viral Marketing) 20
  • 21. 4. Online advocacy 21
  • 22. 5. Cost per lead 22
  • 23. 5. Search Engine Marketing (SEM) Paid Ads Organic Results 23
  • 24. 6. Asking supporters to market for you (e.g. Web 2.0) 24
  • 25. 6. Asking supporters to market for you cont. 25
  • 26. 6. Asking supporters to market for you cont. 26
  • 27. 7. List swap or hosted email– with another nonprofit or corporate partner 27
  • 28. 8. E-Appends Third-party vendors who match your offline file against their permission database • Permission messaging • Inexpensive, can acquire a lot of emails at once • Be careful – use reputable vendors • Tend to be less responsive 28
  • 29. Discussion 29