How have we made money from email


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Presentation at the Institute of Fundraising Direct Marketing conference on the 21st February 2011

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  • Deliver emergency medical aid and revive health systems The inspiration of Dr Chris Besse who, as a result of the war in the former Yugoslavia, was moved to leave Medecins Sans Frontiers and create a British medical relief agency,
  • Myanmar and Asia pacific. Very little done. Email list in October 2009 was 3,500. Email list now is 11,500 (various activities) Haiti – first email sent 3 hours after appeal launch. First of the DEC members to send our email: Supporter comments: - Your ask reached me 24 hours ahead of Save the Children’s e-mail, which rightly or wrongly makes me think that you will respond to the crisis more quickly too - This is just a very quick note to congratulate your team on their super swift emergency call out for Haiti and fantastic supporter care. I will move on to regular giving as a response and look forward to following Merlin’s work in the future. Email Raised £26,865 Online raised £150,000 Also wanted to ensure that we fed back to supporters – used vismail with video received from the field: These Haiti emails are great – reassures you that your money really gets used – easy to feel quite detached from charities you give to – not so with Merlin. Cheers. Facebook advertising Unique Web visits up 30% from Myanmar 71% of our visitors to the website were new to us. highest ever open rate of 33% Pakistan Again quick to send our email, with follow ups Raised £28,759 – more than Haiti emails! Raised £55k online Myanmar raised £79.5k online
  • New enewsletter template: User friendly Easy to navigate Engaging Versatile Integrates with the website! A genuine cross-channel approach
  • Split test! Subject lines: track open rates and match back to subject lines. Change your subject line, it looks more ‘real’ – but remember your learning
  • To feel valued: come from a real person, not a marketing machine To be shown the difference they make To give money To be thanked To be engaged: interactive content. Photo galleries, video,
  • From a real person, not a marketing machine Friendly, conversational, Speak directly to your reader Telling the stories Replies go to a real person
  • Took our learning from testing and feedback. Subject line: About the donor, making it clear what we wanted Ask: One ask. For a donation Copy: Thanks for support. Tells the stories. Engaging photos Raised:
  • The amount of emails that are sent ‘Dear supporter’. Seriously…. Make it easy for them to contact you – a proper email address. And respond to these emails! Have a clear call to action. If you’re asking for money, ask for money. Don’t dilute the ask. If you want to get them to campaign, ask them to campaign. Don’t mix your messages And don’t have too many messages. Don’t send too few emails. If you leave it too long they won’t remember signing up. They signed up for a reason – to hear from you! Check your stats. Monitor click through and open rates. Look at what they’re opening and clicking on. Use this information, and continue to monitor. E.G. our email list loves photo galleries! And they love photo galleries of our staff. So we give them that.
  • How have we made money from email

    1. 1. Making money from email Danielle Atkinson 21/02/2011
    2. 2. Who is Merlin? <ul><li>International health charity </li></ul><ul><li>Founded in 1993 by three friends </li></ul><ul><li>Work in 14 countries around the world </li></ul>
    3. 3. 2009: Where we were <ul><li>Email list static at 2,500 names </li></ul><ul><li>Online income of £55,767 </li></ul><ul><li>Sending 4 e-newsletters a year </li></ul><ul><li>Ad-hoc emails for emergencies </li></ul><ul><li>Average open rate of 14% </li></ul><ul><li>Average click through rate of 0.75% </li></ul>
    4. 4. 2010: Where we went <ul><li>Email list grown to 9,000 names </li></ul><ul><li>Online income of £272,345 </li></ul><ul><li>Sending monthly e-newsletters </li></ul><ul><li>Ad-hoc emails for emergencies </li></ul><ul><li>Donor retention emails </li></ul><ul><li>Average open rate of 24% </li></ul><ul><li>Average click through rate of 6% </li></ul>
    5. 6. 2011: Where we’re going <ul><li>Email list grown to 9,500 names </li></ul><ul><li>Online income target of £250,000 </li></ul><ul><li>Sending monthly e-newsletters </li></ul><ul><li>Ad-hoc emails for emergencies </li></ul><ul><li>Donor retention emails </li></ul><ul><li>Latest open rate of 26% </li></ul><ul><li>Latest click through rate of 7% </li></ul>
    6. 7. Testing, testing, 1, 2, 3 <ul><li>Subject lines </li></ul><ul><li>Ask </li></ul><ul><li>Timing </li></ul><ul><li>Creative </li></ul><ul><li>Send times </li></ul>
    7. 8. What do our donors want? <ul><li>To feel valued </li></ul><ul><li>To be shown the difference they make </li></ul><ul><li>To give money </li></ul><ul><li>To be thanked </li></ul><ul><li>To be engaged </li></ul>
    8. 9. How are we talking to them? <ul><li>One to One </li></ul><ul><li>Personality </li></ul><ul><li>Making it about them, not us </li></ul><ul><li>Warm & credible </li></ul><ul><li>A trusted source of information </li></ul>
    9. 10. Christmas 2010 <ul><li>Most successful email of 2010 </li></ul><ul><li>Not an emergency email </li></ul><ul><li>Subject line: Be a Merlin hero – make a donation </li></ul><ul><li>Open rate: 44% </li></ul><ul><li>Click through rate: 17% </li></ul><ul><li>Raised £42,890 </li></ul>
    10. 11. Merlin top tips <ul><li>Personalisation </li></ul><ul><li>Keep it simple </li></ul><ul><li>Keep it regular </li></ul><ul><li>Test </li></ul><ul><li>Monitor your results </li></ul><ul><li>Have an organisation wide email plan </li></ul>
    11. 12. Follow us on Twitter: @MerlinUK <ul><li>Find out more about our work now: </li></ul><ul><li> </li></ul>