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NRB 2011 Maximizing Email Campaigns

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NRB Convention 2011 - Maximizing E-mail Campaigns - Lee Raney and Brad Davies

NRB Convention 2011 - Maximizing E-mail Campaigns - Lee Raney and Brad Davies

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  • Technology is just a way to facilitate those relationships\n
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  • One that that is widely misunderstood is how people read copy both on the web and emails\n
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  • **Quote TUA Sending study and FEBC\n
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  • As long as you are relevant the number of emails you send will not impact your audience\n
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  • So here we have the emails side by side and you can see the offer copy is very similar and now when they go to the landing page we have carried over the same imagery and call to action language. \n
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  • Transcript

    • 1. INTERNET EDUCATIONAL SESSION Maximize Your Email Campaigns Lee Raney Brad Davies Christian.org Dunham+Company KoineMedia.com
    • 2. Maximize Your Email CampaignsABOUT USLee Raney @leeraney
    • 3. Maximize Your Email CampaignsABOUT USLee RaneyOn-line Consultant - KoineMedia.comChristian.orgORU, RegentNRB Internet CommitteeDallas Cowboys @leeraney
    • 4. Maximize Your Email CampaignsABOUT USLee RaneyOn-line Consultant - KoineMedia.comChristian.orgORU, RegentNRB Internet CommitteeDallas Cowboys @leeraney
    • 5. Maximize Your Email CampaignsABOUT USBrad Davies
    • 6. Maximize Your Email CampaignsABOUT USBrad Davies
    • 7. Maximize Your Email CampaignsABOUT USBrad DaviesDunham+Company - Director of Web ServicesMember of NRB Internet CommitteeBiola University BAMBA in Global BusinessEnjoy doing Crossfit & YogaBiggest Loser Fan / Nebraska Football FanaticMotorcycle Rider bradjdavies
    • 8. Maximize Your Email CampaignsABOUT USBrad DaviesDunham+Company - Director of Web ServicesMember of NRB Internet CommitteeBiola University BAMBA in Global BusinessEnjoy doing Crossfit & YogaBiggest Loser Fan / Nebraska Football FanaticMotorcycle Rider bradjdavies
    • 9. Maximize Your Email Campaigns Effective Email Strategy• It’s all about relationship• Better technique = Better results• Poor technique online means inferior results
    • 10. Maximize Your Email Campaigns Effective Email Strategy• Have good manners - also known as reducing friction• An online experience is directly related to a donors likelihood of giving more and more often
    • 11. Maximize Your Email Campaigns Effective Email Strategy•Email marketing is the best activity you can conduct to generate income - In 2009 Direct Marketing Association discovered that email marketing generated an ROI of $43.62 for every dollar spent on it. The expected figure for 2010 was $42.08•It’s immediate, mistakes can mostly be addressed on-the-fly•It’s extremely measurable
    • 12. Maximize Your Email Campaigns Effective Email Strategy•All starts with your website•Research has shown that people adopt new technologies, not stop using old ones
    • 13. Maximize Your Email Campaigns Effective Email Strategy•Providing relevance is the missing ingredient in most email marketing initiatives.•Relevance = right message, right person, right time.•Just get a click
    • 14. Maximize Your Email Campaigns E-MAIL STRATEGY• Types of eMail - Campaigns, Engagement, Ministry• Communications schedule • Intro series • Campaigns - direct response • Newsletters - engagement • Audience - paths and segmentation - recurring donor stat • End of Year Campaigns
    • 15. Maximize Your Email Campaigns E-MAIL STRATEGY - PART OF COMPREHENIVE ON-LINE STRATEGY• Websites - CMS, Design, User Experience (UX),Video, Tools• Back-end Integration - CRM/Donor Management, Donation Forms• Traffic - Search Engine Optimization (SEO), Search Engine Marketing (SEM), MediaBuying• E-mail - Platform, Integration, Analytics, Communcations• Social Media - Communication, Integration• Presence on External Sites - Reaching the Larger Christian Audience On-line• Mobile - Mobile website, Apps, Text-to-give
    • 16. Maximize Your Email Campaigns E-MAIL STRATEGY - TOOLS AND CONSIDERATIONS• MailChimp - Easy to Use, Social Media Integration, CMS Integration• Constant Contact, Blue Hornet, SilverPop• “e-Mail Plus” - Convio, 2DialogConsiderations:• What do you need to integrate with? (2Dialog-DonorDirect; MailChimp-Drupal)• Features - Auto-responders, segmentations• Portability - open or long-term contract?• Opt-in Requirements
    • 17. Maximize Your Email CampaignsEffective Emails are: Short and Scannable
    • 18. Shorter is betterInterest in the content of an email diminishes as the emailextends below the fold** Web users spend 80% of their time looking at informationabove the page fold. Although users do scroll, they allocate only20% of their attention below the fold. - Nielsen 2010
    • 19. Scan-FriendlyToday people scan web copy, they do not read top-to-bottom.Typography for the web then is quite simple and involves a fewkey principles:•Rhythm•Bullet Points/List Items•Blockquotes•Headings•Bolding and Italics
    • 20. Technically Correct Technically Correct • Not all email browsers were created equal and an email campaign can be promptly sabotaged by bad coding. Attention must be paid to: • Alt tags • Alt-tag font styling • CSS formatting • Using DIVS incorrectly • Using alternate-content • Google’s ‘display:block;’ • Forgetting to edit copy-pasted data • Trying to insert the non-appropriate code into an email (javascript, flash, forms, video)• Alt tags •Alt-tag font styling •CSS formatting •Using DIVS incorrectly •Using alternate-content •Google’s
    • 21. Maximize Your Email Campaigns EMAIL BEST PRACTICES1. From Address2. Subject lines3. Pre-headers4. Button copy - “just one click”5. Timing - research on send times6. Test - Measure - Change
    • 22. From Address•Send emails with a recognizable “From” address.•Use your organizations name and a valid email address in the “from” line and remain consistent in each mailing.•Subscribers are more prone to open messages and allow images from organizations they have a relationship with.
    • 23. From Address•Send emails with a recognizable “From” address.•Use your organizations name and a valid email address in the “from” line and remain consistent in each mailing.•Subscribers are more prone to open messages and allow images from organizations they have a relationship with.
    • 24. Subject Lines•Words to avoid in your subject line: Confirmation, Features, Upgrades, Requested, Follow Up, Discount Offer•People want exclusivity in signing up for emails. They want to feel like they are getting something that no one else can. Source: blog.hubspot.com- “The Science of Email Marketing”
    • 25. Preheaders•Add a preheader that supports your subject line.•Make sure your headline and your button copy work together.
    • 26. Preheaders•Add a preheader that supports your subject line.•Make sure your headline and your button copy work together.
    • 27. Preheaders•Add a preheader that supports your subject line.•Make sure your headline and your button copy work together.
    • 28. Buttons•A call to action must be a meaningful, concise link that tells your reader where they are going and why they should go there.•Avoid cliches and over used links like: ‣“Click Here” or “Submit.”•Replace them with something persuasive; use an imperative verb and an implied benefit.•Communicate what is going to happen next
    • 29. Source: blog.hubspot.com- “The Science of Email Marketing”
    • 30. Source: Future Now: www.futurenowinc.com
    • 31. Timing• Email is homework• Best day to send for click thru rate Saturday or Sunday• Send emails first thing in the morning 6-7am• Days with highest unsubscribe rate Mondays and Tuesdays Source: blog.hubspot.com- “The Science of Email Marketing”
    • 32. Source: blog.hubspot.com- “The Science of Email Marketing”
    • 33. Source: blog.hubspot.com- “The Science of Email Marketing”
    • 34. When People Donate
    • 35. When People Donate
    • 36. When People Donate
    • 37. Frequency•Don’t be afraid to send emails. Increased frequency does not increase unsubscribe rate or decrease click thru rates.• Expected emails are the highest read.• Newest subscribers have the highest click thru rates.
    • 38. Source: blog.hubspot.com- “The Science of Email Marketing”
    • 39. Maximize Your Email Campaigns EMAIL BEST PRACTICES1. Add links and buttons for calls to action2. Make headline text; alt tags on images - 40% of Outlook users have images turned off3. Always have a “View as a webpage” option(Images vs. view online)4. Prioritize Calls to action: Primary- Direct Response (donate or petition) Secondary- Forward to a Friend, Social Media,Viral
    • 40. Maximize Your Email Campaigns EMAIL EXAMPLE - END OF YEARFeed the Children - DirectResponse - ConvioIn Strategy, AssignPercentages to e-Mail TypesEOY - 1st After Christmas(send to all)EOY - 2nd Dec. 31st(haven’t opened or haven’tdonated)
    • 41. Maximize Your Email Campaigns EMAIL EXAMPLE - END OF YEARRepeat offer onhomepage
    • 42. Maximize Your Email Campaigns EMAIL EXAMPLE - AUTORESPONDERI Am Second - Ministry/Engagement - 2DialogWelcome Series (Issue -change path)Devotional Series -BlankBible.org
    • 43. Maximize Your Email CampaignsLANDING PAGE BEST PRACTICES
    • 44. Maximize Your Email Campaigns LANDING PAGE BEST PRACTICES1. For Direct Response,remove distractions(menus, etc)2. Don’t repeat content3. Landing page vs.Microsite vs. Donationform4. Forward to Friend - URLnot the email
    • 45. Maximize Your Email CampaignsLANDING PAGE EXAMPLE TV: Hanity Online: Drudge Report e-mail Mi cro site Donate YouTube Register Blog Widget PROJECT 1 Social: Facebook, Twitter, Flickr
    • 46. Maximize Your Email Campaigns CAMPAIGN RESULTSLiberty Institute - Petition -2Dialog12 month list growth - 20k to150k (750%)Donation increase from$15,000 to $1,100,00Grew Facebook Fans from 0 to35,0004. Forward to Friend - URL notthe email
    • 47. Maximize Your Email Campaigns A/B TESTINGIf you want to get better results then you have to test.Create a calendar of what you plan on testing.No better data than you own.
    • 48. Q&A
    • 49. ANNOUNCEMENTS• Get presentation at KoineMedia.com and Slideshare• Please fill out a feedback form• Attend the Internet Advisory Council - open to all on Tuesday 2-3 pm