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Email Marketing 101 – Beyond the Monthly Newsletter
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Email Marketing 101 – Beyond the Monthly Newsletter

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How successful are your email marketing campaigns? ...

How successful are your email marketing campaigns?
Are you still creating emails the same way you were years ago?
Does your email marketing consist of a monthly newsletter that few people actually read?

Most nonprofits are using email to reach out, inform and solicit their supporters in some manner. However, many nonprofits are not fully utilizing the medium to maximize their results. If you feel your email marketing could use a little help or want to take it to the next level, this webinar is exactly what you need.

In this jam-packed webinar we will highlight a number of successful tactics and strategies you can start using immediately to increase your efforts, including:

- How to build your email list
- How to write subject lines that get emails opened
- The power of storytelling via email
- How to write email content today – it is different than it used to be!

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    Email Marketing 101 – Beyond the Monthly Newsletter Email Marketing 101 – Beyond the Monthly Newsletter Presentation Transcript

    • Sponsored by: Email Marketing 101 – Beyond the Monthly Newsletter Rich Dietz August 20, 2013 Use Twitter Hashtag #npweb Part Of:
    • Sponsored by: Protecting and Preserving the Institutional Memories of Nonprofits Since 1993 www.cjwconsulting.com (866) 598-0430 info@cjwconsulting.com Part Of:
    • Sponsored by:Part Of: Coming Soon
    • Sponsored by: Today’s Speakers Hosting: Cheri J Weissman, CJW Consulting & Services, Inc. Assisting with chat questions: Jamie Maloney, 4Good Part Of: Rich Dietz President and Founder Nonprofit R + D
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 5 Email Marketing 101 Beyond the Monthly Newsletter Rich Dietz Nonprofit R+D rich@nonprofitrd.com @nonprofitrd www.NonprofitRD.com/FB www.NonprofitRD.com/IN www.NonprofitRD.com/gplus
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 6 Our Speaker Rich Dietz Founder of Nonprofit R+D - Technology Training for Nonprofit Professionals Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley. You can find Rich on his website http://www.nonprofitrd.com or tweeting @nonprofitrd.
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 7 Best Practices? • A “best practice” = what works in your org • Testing is the key, – Much easier to do online – If it works, do more. – If not, try something else.
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 8 Agenda 1. Introduction 2. Building Your List 3. Email Best Practices 4. Storytelling
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 9 1. Introduction
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 10 Strong Foundation
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 11 Maslow’s Hierarchy of Needs http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 12 Online Hierarchy of Needs Need a strong Foundation
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 13 Email is Still #1 Many new “tools” in the press Email still takes the prize
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 14 Email is still the most effective online method • 69% prefer electronic over print communication • Cygnus Donor Survey • High Return on Investment (ROI) • $42 for every $1 spent - VerticalResponse Relatively inexpensive Easiest way to connect and follow-up • 7 touches – marketing principle • Follow up can be very effective – progress, success, more help Why Email Marketing?
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 15 2. Building Your List
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 16 No Magic Bullet There is no one single tactic that will fill your list The key is • Consistency • Multiple approaches
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 17 Ideas to Grow Your Email List Quick Ideas 1. Make it easy 2. Tell-A-Friend 3. Event registration forms 4. Add to paper forms Plus…
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 18 Sign up form on your site Adding an opt-in box to your website • Email provider can give you the code to do this Where should you put it? Everywhere. • Sidebar is a great start • Homepage • About page, program pages, etc. • Boom bar / hello bar Add an opt-in box below your content • If they read to the bottom, they like the content • Get them to sign up right then
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 19 Incentives for Sign Up Need a strong reason WHY • What are the benefits for THEM, not you Bribes, Gifts, Downloads • Give them that little extra for signing up Ideas for incentives • How-to, white paper, infographics, email series • T-shirt, bumper sticker, yard sign • Videos, success stories, updates • Matching Gifts - $1 for every signup • Get creative!
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 20 Run a Contest Sign up / spread the word.. Win prizes • I did this with RaffleCopter.com • Its fun and gives a reason to talk about it Super simple version • Raffle based on all current signups • Reward new and current subscribers • Encourages them to stay on your list
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 21 Email Signature How many emails do you send per day? • Why not use those opportunities Add links to your signature • Very easy to do • Can change as often as you like • Email opt-in, upcoming event, etc.
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 22 The “Evil” Popup www.greenpeace.org/usa/en/
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 23 3. Email Best Practices Based on the top questions I get asked about email
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 24 #1 Rule – No Spamming Only email to Confirmed Opt-ins • Spamming can do more damage than good • Lost account or bad reputation Quality over Quantity • I prefer double opt-in • Goal is not a huge list • Better to have a small responsive list Not building an email list • Building a relationship with people on your list • Eg./ Personal story
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 25 Test, Test, Test Best Practices are a start • A “Best Practice” is what works for YOU and your organization Testing is the only way to find what works • The Obama Campaign – tested everything • Many surprises -- “Hey” Ideas to test • Subject lines, layouts, graphics, calls to action, bribes, etc. • Each idea we discuss could have multiple versions or tests
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 26 Write Awesome Content More spam please!? No thanks. Write from a personal point of view • People want to connect with real people • Coffee with a friend • Eg/ My last newsletter, told a personal story • More positive comments than ever Use “You”, not “We” • More conversational - Makes them a part of the story
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 27 Monthly Newsletter - #FAIL Monthly newsletters no longer work • Too much content, lost in the inbox • Need shorter, engaging content • Tell stories over multiple emails Easy to digest / “Scanable” Get the click • Don’t put the whole article, click to read more • Video will have the highest click-through rates (3-5x higher) Single Call to Action in every email
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 28 Email Design The Simple Way – use a template from email provider • They will take care of all the tech stuff and make it look good • Pick a simple, short, easy to read template Beyond that.. Keep these in mind • Width of 640px or less • Important info “above the fold” • Test how it looks with “images disabled” • Don’t use large blocks of text – “scanable” • Fonts – “web safe” and easy to read • Test in multiple email clients • Outlook, gmail, yahoo, hotmail, etc.
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 29 Best time to send? It Depends… • Really need to test this with your audience • Weekday usually better than weekend • 10am usually better than 9am • Midweek usually better than Monday/Friday • Try different days and times and track
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 30 Subject Lines Keep it short • Around 30-35 characters, or it gets cut off • Need shorter, engaging content Avoid the spam filter • Avoid ALL CAPS, symbols, “free”, too many !!!!!!!! • Spam filters are based on formula • Too many points and you are spam Change it up • Don’t use the same subject on every email
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 31 Subject Lines Relevant and enticing • Literacy eNews – January 2011, OR 5 tips to create a life long reader Catch their eye • Be a little different, but not too much • Try one !, or other symbol • Ask a question or be a bit controversial • Use verbs and actions Test, Test, Test • Only way to know for sure • Obama campaign was always testing • The famous “Hey” subject line
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 32 Frequency Don’t fear the unsubscribe • Probably not going to be supporters anyways • May not happen anyways – • Case study – High vs. Low Frequency Emails • High Frequency Emails had: • 23% more money • 31% less unsubscribes More frequent “asks” • Not always for money – build a relationship • Other small favors and actions • Petition, Tell-a-friend, watch video, Like on facebook, etc.
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 33 Welcome Series Series of emails automatically sent • New subscribers, new donors, new volunteers… get creative! • Automated with your email provider (constant contact, mailchip, etc.) • Allows them to get to know you better over time Excellent Engagement • 4x more opens, 5x more clicks – Experian Marketing Services Ideas • Don’t ask for money again right away • Don’t bore them • DO tell them more about your work, staff, clients and especially… • Success stories
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 34 Mobile Friendly Email (next level) Probably need to start working on this • Some predict more email open on mobile than desktops by early 2014 • 82% of smartphone users check and send email • 61% close or delete if not mobile optimized Mobile email templates • Most providers have these now • Easy to use and set up However, is your website mobile friendly? • No sense in doing mobile email if your site is not ready for them
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 35 4. Storytelling Potentially the biggest impact you can make on your email marketing
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 36 danariely.com Why Stories? Campaigns (with stories) are compelling… • Donation pages are not Stories create an emotional connection •Emotion >> Rationality •Buy based on emotion / Rationalize it later with facts What donors want to hear about: • Organizational Impact (80%) • Success Stories (74%) • More details about the organization (71%) • Info on financial accountability (43%) Community Philanthropy 2.0 survey
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 37 Stories = Connection Create emails and campaigns with “stories” in mind • Individual stories are more effective • Inspire supporters with your passion • Across emails.. The Cliffhanger • Childhood Hunger vs. six-year old Marie http://www.austinfoodbank.org/hunger-is-unacceptable/http://www.austinfoodbank.org/hunger-is-unacceptable/
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 38 Storytelling Example rememberme.ushmm.org/
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 39 Action Steps
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 40 Action Steps Commit to trying some new email strategies Select a few strategies or ideas and test Take action, collect results, evaluate results Take another action
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 41 Sign Up for our email list Get updates about our upcoming webinars and get our 5 part e-course: NonprofitRD.com/of101e
    • Online Fundraising 101 www.NonprofitRD.com Email Marketing www.NonprofitRD.com 42 @nonprofitrd www.NonprofitRD.com/FB www.NonprofitRD.com/IN www.NonprofitRD.com/gplusRich Dietz rich@nonprofitrd.com Email Sign up www.nonprofitrd.com/of101e Discount for Online Fundraising Course - www.NonprofitRD.com/email101