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Email Marketing with eTapestry
 

Email Marketing with eTapestry

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bbcon 2013

bbcon 2013

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    Email Marketing with eTapestry Email Marketing with eTapestry Presentation Transcript

    • 10/7/2013 #bbcon 1 Email Marketing with eTapestry PRESENTED BY LAUREN DALPEE
    • 10/7/2013 #bbcon 2 ABOUT TODAY'S SPEAKER… Lauren Dalpee — eTapestry Product Marketing Manager, Blackbaud oversees all product marketing efforts for eTapestry. Today she focuses on delivering more value to the eTapestry offerings, understanding client needs for product enhancement, and assessing future opportunities for growth. Prior to joining the Blackbaud team, Lauren worked in marketing at the American Red Cross, where she handled all fundraising, community outreach and marketing efforts to increase and cultivate the donor base. There she saw firsthand the impact that technology can have on nonprofit organizations that are understaffed and stretched for time. Today she is an advocate for tools that help nonprofits work smarter in order to serve more with less, because every minute counts! @LaurenDalpeeLauren.Dalpee@Blackbaud.com
    • 10/7/2013 #bbcon 3 • Let’s Look at the Big Picture - Email marketing best practices • Bring it to Life in eTapestry - specific examples of how to use eTapestry to cultivate donors and improve marketing efforts • Take it to the Next Level with Constant Contact® - tips and tricks to manage your Constant Contact account and its use with eTapestry AGENDA
    • 10/7/2013 #bbcon 4 Email marketing is all about trust Not a public channel like Twitter or Facebook Constituent is signing up for your list as an agreement to enter a relationship with you by way of their inbox 53% of donors leave due to the nonprofit’s failure to communicate THE ROLE OF EMAIL MARKETING
    • 10/7/2013 #bbcon 5 FIVE QUESTIONS FOR EMAIL MARKETING What are YOU trying to do?1 WHO are you trying to target?2 HOW will you deliver your message?4 WHAT message will help you get there?3 Did it work?5
    • 10/7/2013 #bbcon 6 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics What are YOU trying to do? Goals Did it work? Results
    • 10/7/2013 #bbcon 7 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics What are YOU trying to do? Goals Did it work? Results 1
    • 10/7/2013 #bbcon 8 WHAT ARE YOU TRYING TO DO? Do you want to… • Increase exposure? • Build relationships? • Obtain donations? • Drive attendance? the answer to this question will guide your answer to every other question
    • 10/7/2013 #bbcon 9 • Take it one goal at a time • Choose a goal that aligns with your mission • Collaborate with other key department leaders GOAL SETTING BEST PRACTICES 2012 top email marketing objectives for nonprofits: 1. keeping supporters informed (80%) 2. attracting and retaining donors (64%) 3. driving online donations (61%)
    • 10/7/2013 #bbcon 10 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics What are YOU trying to do? Goals Did it work? Results 2 Increase exposure Build relationships Obtain donations Drive attendance
    • 10/7/2013 #bbcon 11 WHO ARE YOU TRYING TO REACH? Donors Volunteers Alumni Prospects Lapsed Donors
    • 10/7/2013 #bbcon 12 Goals: Primary Audiences: • Increase Exposure • Build Relationships • Drive attendance • Obtain donations CONNECTING GOALS WITH AUDIENCE
    • 10/7/2013 #bbcon 13 UNDERSTANDING YOUR AUDIENCE • To connect with your audiences, you must first understand them on a personal level. • GOALS: • What keeps them up at night? • What are their passions and interests? What are their dreams and goals? • CHALLENGES: • What are their primary goals in life? • How are they trying to create a meaningful life?
    • 10/7/2013 #bbcon 14 Name Geography Age, Gender, Income, Occupation Level of Membership Amount Last Donated Program of Interest Name of Event they Attended How Long they’ve been a Supporter WHAT DO YOU ALREADY KNOW ABOUT YOUR AUDIENCE? eTapestry Tip Query on the above fields to segment your e-mail lists
    • 10/7/2013 #bbcon 15 • Collecting email address, name and main interest will let you start sending engaging communications • Use sign up forms to gain personalization & segment potential supporters • What supporter group do you best fit into? – Volunteer, Donor, Board Member, etc • How often would you like to receive communications? • What are your topics of interest? • Certain programs, services, locations? • Provide existing subscribers an e-mail with a link to a survey to ensure you continue to send them relevant content HOW CAN YOU LEARN MORE ABOUT YOUR AUDIENCE? eTapestry Tip
    • 10/7/2013 #bbcon 16 • Segment your audience based on what you know about them and information you’ve collected from them • Include personalization to show you have a relationship with them SEGMENTATION FOR PERSONALIZATION Personalized e-mails increase response rates by nearly 60% eTapestry Tip • Data Merge Fields allow e-mail to appear personalized. • Use any field you want including: event they last attended, city they live in, program of interest, etc. • eTapestry can also pull and input pledged amount with due date
    • 10/7/2013 #bbcon 17 1. know your audience 2. base your content on what you know 3. Send the email only to the appropriate audience who will be interested in the topic TARGETED EMAIL MARKETING = RESULTS Use the setup screen to determine the specific parameters around your email, including which query to use, who will receive replies, and whether you want the journal updated for each recipient. eTapestry Tip
    • 10/7/2013 #bbcon 18 USE QUERIES TO SEGMENT IN ETAPESTRY 1. Build a query in eTapestry based on your audience segment 2. Select query for criteria before sending out your e-mail in eTapestry
    • 10/7/2013 #bbcon 19 Once you understand your audience, Give them what they want!
    • 10/7/2013 #bbcon 20 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics Did it work? Results 3 Donors Volunteers Alumni Prospects Lapsed Donors Increase exposure Build relationships Obtain donations Drive attendance What are YOU trying to do? Goals
    • 10/7/2013 #bbcon 21 Types of Emails Most relevant for… 1. Informational - News/service updates - Research/Advocacy - Facts & Tips 2. Relational - Thank you communications - Holiday communications - Acknowledgements 3. Promotional - Solicitations - Annual appeal - Event Invitations WHAT MESSAGE WILL HELP US GET THERE?
    • 10/7/2013 #bbcon 22 INFORMATIONAL EMAILS • Goal: - Increase exposure • Content focus: - Engagement and Education - Non-promotional • Benefits: - Delivers knowledge - Establishes trust and credibility - Widens audience exposure through forwards, shares, & referrals • Frequency: - Monthly/weekly • Tactics: - Use bullets, summarize information, be concise News/service updates Research/Advocacy Facts & Tips
    • 10/7/2013 #bbcon 23 RELATIONAL EMAILS • Goal: - Build Relationships • Content Focus: - Experience & Announcements • Benefits: - Retention & Loyalty • Frequency: - Event-driven • Tactics: - Use content to build deeper relationships Thank you’s, Holiday communications, Acknowledgements, Press Releases eTapestry Tip Automate these so when a supporter gives, they automatically receive a thank you
    • 10/7/2013 #bbcon 24 PROMOTIONAL EMAILS • Goal: - Obtain donations - Drive attendance • Content Focus: - Promotion & Call To Action - Limit content • Benefits: - Acts as a vehicle for fundraising $ - 1 x 1 communication that enables the constituent to give • Frequency: - Quarterly (depending on fundraising cycle) • Tactics: - Use content to invite click-through or other action Solicitations, Annual appeal, Event Invitations On average, 35% of online revenue can be sourced to a direct email appeal, with the rest coming from other sources, like directly pulling up a website or peer referral.
    • 10/7/2013 #bbcon 25 WHAT’S THE FIRST TYPE OF EMAIL A NONPROFIT USUALLY SENDS? Informational 58% Relational 17% Promotional 25%
    • 10/7/2013 #bbcon 26 WHAT TO USE FOR WHICH • Look & Feel • Constant Contact • Segmentation • eTapestry • Segmentation • eTapestry Informational Relational Promotional
    • 10/7/2013 #bbcon 27 Scenario #1 • Goal: obtain donations • Audience: potential supporters • Content: 1. Informational newsletter - Why? Gets and keeps them opening - allows them to understand/connect to your cause 2. Promotional newsletter • Result: Initial action - donation/advocacy ENGAGING CONTENT FOR PROSPECTS Initial Action Doesn’t Give You The Biggest Payoff • Acquiring new supporters cost 10x more than keeping existing ones • It is 5x easier to win back a lapsed supporter than to find a new one • Loyal supporters generate referrals (aka: they find your new donors for you! BUT…
    • 10/7/2013 #bbcon 28 Scenario #2 • Goal: retain donors • Audience: current supporters • Content: Informational newsletter • Keeps them connected • Deepens their interest • Result: REPEAT Action - donation/advocacy - Word-of-mouth referrals! ENGAGING CONTENT FOR EXISTING SUPPORTERS Supporters want to be a part of your mission. YOUR job is to make sure they feel connected. • Supporters want information. • Show them: HOW their money is being spent • Information helps supporters feel connected • Show them: How YOUR cause relates to THEM • Information lets supporters see that their donation is making an impact. • Show them: What you’ve done to save the world
    • 10/7/2013 #bbcon 29 • Connect with your supporters by using content from: - Website links - Blog posts - Pictures - Social media • Benefits of links - Easy to read - Drive traffic to website - Provides TRACKING RECYCLE CONTENT BY USING LINKS eTapestry Tip • Utilize Correspondence Templates to create mailings • Easily build and send professional looking communications using a built in HTML email editor.
    • 10/7/2013 #bbcon 30 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics Did it work? Results 4 Increase exposure Build relationships Obtain donations Drive attendance What are YOU trying to do? Goals Donors Volunteers Alumni Prospects Lapsed Donors Informational Promotional Relational
    • 10/7/2013 #bbcon 31 • Timing is Everything • Make a Good First Impression • Look Good Doing It HOW WILL YOU DELIVER YOUR MESSAGE?
    • 10/7/2013 #bbcon 32 Frequency • Create a master schedule • Include frequency in online sign-up • Keep content concise and relevant • Re-share content via social Delivery • When is your audience most likely to read? - Day of week (Tuesday & Wednesday) - Time of day (10 am to 3 pm) TIMING IS EVERYTHING eTapestry Tip Test for timing by • splitting up your segmented list into 3 parts • Send same e-mail at different times and days • Compare results How often should I send? When should I send?
    • 10/7/2013 #bbcon 33 • Create a master schedule for your communication touches FREQUENCY eTapestry Tip • Add calendar items to your eTapestry calendar • Use segmentation to ensure you aren’t over communicating with certain groups Promotional Relational Informational
    • 10/7/2013 #bbcon 34 • To understand when emails should be sent, look for trends in your Open Report DELIVERY eTapestry Tip Automate it! Take advantage of delivery scheduling
    • 10/7/2013 #bbcon 35 • Most important components of your e-mail: - What they see in their inbox - What they see in their preview pane - What they see in the campaign body MAKE A GOOD FIRST IMPRESSION
    • 10/7/2013 #bbcon 36 Inbox • From (60%) - Short, consistent & recognizable to your audience • Subject (30%) - Short, simple, meaningful (5-8 words) MAKE A GOOD FIRST IMPRESSION Preview pane • 2 columns to minimize scrolling • TOC for quick navigation • Branding to pull readers in Campaign body • Clean
    • 10/7/2013 #bbcon 37 • Use “Hot Spots” - Top left and right corners generally have highest click rates • Give the reader opportunities to get more involved at the bottom - Volunteer opportunities - Programs - Options to support DESIGN THAT WORKS FOR YOU
    • 10/7/2013 #bbcon 38 • Provide engaging content that supporters WANT to share • Make it easy for them to share the information - Forward links - Share bar - e-newsletter sign up GO VIRAL
    • 10/7/2013 #bbcon 39 GO VIRAL eTapestry Tip Social Media and Online Fundraising: Include direct links to website, donation page, registration page, social media "share" links, "forward to a friend" option, etc.
    • 10/7/2013 #bbcon 40 • Include your e-newsletter signup link EVERYWHERE! - Website - Email signature - Newsletter - Social - Event sign ups • Use DIY Forms to promote sign ups on your website. Include: - Logo/Brand - Contact information - E-mail confirmation - “What type of info would you like to receive?” • New e-mail addresses = new constituents in your eTapestry database! - One e-mail address equates to $13.01 of $ raised. MAKE SIGN UPS EASY
    • 10/7/2013 #bbcon 41 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics Did it work? Results 5 Increase exposure Build relationships Obtain donations Drive attendance What are YOU trying to do? Goals Donors Volunteers Alumni Prospects Lapsed Donors Informational Promotional Relational Timing Wording Aesthetics
    • 10/7/2013 #bbcon 42 Look at metrics that MATTER. 1. Opens & Clicks 2. Click-throughs 3. Shared Links 4. Opt Out Use these metrics to DRIVE your content strategy & ensure you are targeting the right audience DID IT WORK? 3 out of 4 nonprofits track click-through rates and open rates. 43% of nonprofits evaluate email performance once a month.
    • 10/7/2013 #bbcon 43 • Opens: - Show effectiveness of your subject line/ from line • Clicks: - Shows overall interest of the topic OPENS & CLICKS Tracked Opens: • The Tracked Opens section displays how many times, and by how many recipients, the email was opened. • Click that link to view a report of those email addresses and the date and time they opened the email. eTapestry Tip
    • 10/7/2013 #bbcon 44 • Use click-throughs to see if the message CLICKS - What are people connecting with and really interested in, and what aren’t they interested in? - Great to use for NEW audience segments that you don’t know a lot about yet CLICK-THROUGH eTapestry Tip Hot Topic! Click-through Stats • shows how many times each of the trackable links in your email have been clicked. • "View All Click-through Clicks" link, to view a report of all recipients who clicked on those links, and the date and time they clicked them. • You can then save a Query of these e-mail addresses who share similar interests to use in future campaigns
    • 10/7/2013 #bbcon 45 • Tracks SUPPORTER ENGAGEMENT • Insight into how social media sites are helping to get the word out about your various fundraising strategies. SOCIAL SHARES Shared Links Report • allows you to see which of your emails have been shared on which social media outlets, and how many times those shared links were clicked on each social media outlet. eTapestry Tip
    • 10/7/2013 #bbcon 46 OPT OUT Opt Out Report • view the email addresses that have opted out of receiving emails from your organization. • create a Custom Account Query of the accounts to be used in mass updates. • Warning: only remove the opt out designation on a constituent's persona if they have expressly asked you to do so, or you may be in violation of the federal CAN-SPAM act. eTapestry Tip
    • 10/7/2013 #bbcon 47 FIVE QUESTIONS FOR EMAIL MARKETING Audience WHO are you trying to target? WHAT message will help you get there? Content HOW will you deliver your message? Tactics Did it work? Results Increase exposure Build relationships Obtain donations Drive attendance What are YOU trying to do? Goals Donors Volunteers Alumni Prospects Lapsed Donors Informational Promotional Relational Timing Wording Aesthetics Open Rate Click Through Rate Opt Out Rate
    • 10/7/2013 #bbcon 48 ETAPESTRY & CONSTANT CONTACT INTEGRATION
    • 10/7/2013 #bbcon 49 Top Email Marketing Challenges for Nonprofits: • Growing and retaining contacts • Integrating email and other channels • Integrating email with donor database & online fundraising • Inadequate resources and expertise eTapestry + Constant Contact = Fundraising + Marketing ALL IN ONE PLACE. ETAPESTRY & CONSTANT CONTACT
    • 10/7/2013 #bbcon 50 A Powerful Tool • One view of all constituents - Integrate your Constant Contact account and your eTapestry database for a 360 degree view of your constituents • Track organizational relationships - Transfer email addresses from your eTapestry database to Constant Contact to generate mailings • Ensure contact information is accurate • Avoid duplicate communications with email query transfers from eTapestry to Constant Contact allowing you to – Better maintain your constituent account – Create segments in your eTapestry database while using Constant Contact to send Communications ETAPESTRY & CONSTANT CONTACT
    • 10/7/2013 #bbcon 51 Advanced Mass Email WHEN TO USE EACH SOLUTION • Transactional emails - Thank You’s - Receipts - Pledge reminders • Personalized Emails • Multiple security groups • Attachments Constant Contact Integration • Marketing materials • Non-personalized emails • Spam Check • Graphed reporting Both Solutions • Scheduling emails • Reporting information • (opens/click throughs/bounces) • Social Media Links • Journal entries in eTap • Preview & Test
    • 10/7/2013 #bbcon 52 ETAPESTRY & CONSTANT CONTACT
    • 10/7/2013 #bbcon 53 Compare eTapestry and Constant Contact databases to find e-mail matches and avoid duplicate communications: • What email addresses are in both eTapestry and Constant Contact. - MOVES MANAGEMENT: study those who received e-mail and gave • What email addresses are only in eTapestry. - Export them into Constant Contact to ensure you have the correct information • What email addresses are only in Constant Contact. - Identify new potential donors: organizations who haven’t donated yet • What accounts in eTapestry do not have an email address saved in any persona. DATABASE COMPARISON
    • 10/7/2013 #bbcon 54 TRANSFER E-MAIL ADDRESSES Transfer email addresses from eTapestry into Constant Contact.
    • 10/7/2013 #bbcon 55 TRANSFER E-MAILS
    • 10/7/2013 #bbcon 56 QUESTIONS?
    • 10/7/2013 #bbcon 57 This presentation was an adaption of the work of e-marketing nonprofit thought leaders: • Alec Stern, Founder of Constant Contact • John Hayden, author of “Facebook Marketing for Dummies” • Farra Trompeter, Big Duck WORKS CITED