We're on a mission to give every donor a great online experience. The document discusses best practices for email marketing including: 1. Using short, personalized subject lines that are timely and avoid generic terms like "help" or "reminder." 2. Sending emails from a person rather than an organization and writing in the first person. 3. Linking the logo to the homepage, including a link in the first sentence, and having clear calls to action. 4. Using templates like a solus email that get straight to the point with a minimal header and strong call to action.

1. We’re on a mission to
give every donor a great online experience

2.  We love the Not-for-Profit sector
✔ We consult
✔ We educate
✔ We research

3. Digital Marketing & Fundraising
Courses
•Email Strategy Master Class 1 day
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March 2016 Only 2 Spots Left!!
•Digital Marketing Fundamentals 1 day
31st
March 2016
•Digital Academy Learn & Implement 10 weeks NEW
Starts 27th
April 2016
www.parachutedigitalacademy.com.au

4. Delicious Digital
Email Marketing Secrets
23rd
February 2016

5. Nice to meet you
Shanelle Newton Clapham
Consultant with more than
11 years experience in
digital marketing & fundraising
Author: Attracting Donors Online

6. Imagine…
What you could achieve if
all your emails are opened . . . . .

7. What we’ll reveal
• How to get people to open your emails
• What email templates get the best results
• How to get people to give via email
• How to segment based on their behaviour
• Who in Fundraising is doing email well?

8. •
How to get people to
open your emails and click
How to get people to
open your emails and click

10. 1. Subject Lines
What to do
•3 words
•Be personal
•Be timely and useful
•First Letter
Capitalisation
•Localise
* Mailchimp research
What to avoid
• Free
• Help *
• Reminder *
• Percent Off *
• All CAPS
• #!$

11. 2. From name
• A person, not an organisation
• Someone with credibility
• Sign off/ Signature
Write in the first person

12. ✔
✔
✔
✗

13. 3. Linking
• Logo link to Homepage
• 1st
sentence/ link
• Call to actions
• Linking underscored
(brand guidelines differ)
• P.S.
• Images/ alt text
P.S. Save the Fairy Possum

14. •
What email templates get
the best results?
What email templates get
the best results?

15. Email templates & layout
✗

16. P.S. Save the Fairy Possum
• Preview pane
• Get straight to the point
• Minimal header
• Strong call to action
• P.S.
Solus eDMs

17. There is no right or wrong
(with newsletters)
✔ ✔ ✔

18. How to get people
to give via email
How to get people
to give via email

20. Email giving
• Make it relevant to the
donor’s life
• Make sure ask fits
criteria for giving
• One clear ask – what it’s
for and why
• Dual button Call to Action(s)
• Focus on the one, not the
many (case study)
• Every link goes to same
destination URL.

21. It’s all in the landing page

22. How to segment
based on their behaviour
How to segment
based on their behaviour

23. Data & segmentation

24. Who in Fundraising
is doing email well?
Who in Fundraising
is doing email well?

29. Questions?