This is my inboxIn today’s age, it’s hard to get your message across with all the other messages coming at your audience, competing for attention.How do you stand out?
Emails and e-newsletters are called “permission marketing” – meaning people are allowing our messages into their inbox. They’re opting in to our messages.The challenge lies in keeping people interested once they sign up, so that your carefully crafted communications, don’t end up in the trash.
Take a look at the packet in your folders. Take a few minutes to study the examples provided and talk among your peers about what you notice about them.10 MINS
WRITE ON BOARD AND TAKE A PICClear brand identityLinksHeaders / spacersEverything is written concisely and spell-checkedSocial buttonsSCANNABLECALL TO ACTIONWhere is most of the information? TOP of page
To Mercy Corps URL
This is the result of a study that used eye-tracking technology to view where the eyes went in an effective newletter.- Their images are to the left – eyes go to visualsAdAge consistently wins Webby Awards for its e-newsletters.What do we learn from this?
In your packet, which ones are which?
Because web 2.0 has decreased our attention spans, you need to get to the point of your e-mail as soon as possibleSubjectHeadlineFirst line of contentFirst pictureFirst call to action
A good nonprofit e-newsletter will strengthen connections, increase retention, and increase support
If you have the option of using someone’s name, use it.1 call to action per story
Point of your newsletter is to inform and engage, NOT BROADCASTWhat does your audience want? ADDRESS THEIR CONCERNS.In 2011 “over-solicitation” was the second most reported reason for donors to stop givingYou can SKIP introductions – “hi from the Executive Director” up top“Although this text was only three lines long on average, our eyetracking recordings revealed that 67% of users had zero fixations within newsletter introductions.”
What’s wrong with a subject line like this?All capsExcessive punctuationExcessive charactersLong!Tag words: free, discover, secrets – go straight to spam
Eye catching phrase
Short 50 – 70 characters max – anything more runs off the inbox screen & and is more likely to be deleted
Most of us as nonprofits don’t have to worry about this, because this act refers to marketing messages, and as non-profits we’re not often selling anything
Your org’s needs (the communications you want to get across) should meet what the audience wantsDetermine what engages your supporters through trial and error
You want under 2%, if it’s higher than that, re-evaluate your form and content!
Less than 2%, if it’s higher, overhaul your list.
Response is slightly different from a click thru rate because a click-thru is measured from the web version of your email, too.8-9% normal; depends on calls to action
Subject LinesBest Practices Tell them what’s inside Get the Media Guide for Less with This Code! Make it a list Conference Discount, Immigration, & Summer Camp Top 10 Blog Posts of 2012 Ask a question Don’t “Get” Twitter? Try These Tips!
Subject LinesBest Practices Talk about what’s trending now See The Workshop at Coachella Personalize Steve Franklin wants you to join him May 7 MARIA, won’t you join us May 7? KEEP IT SHORT!
Avoid SpamThe CAN SPAM Act Don’t use false or misleading header information Don’t use deceptive subject lines Identify the message as an ad Tell recipients where you’re located Tell recipients how to opt-out of receiving futureemail from you Honor opt-out requests promptly Monitor what others are doing on your behalf
Avoid Spam Use an e-mail delivery service Have a text version of your e-mail Avoid attachments Maintain a good text – to – image ratio Ask to be “whitelisted”
Evaluation What’s working? Who’s engaged? What are your audience’s habits? What content do they find most compelling?
Open RateYour open rate is the percentage of people who haveopened your e-mail (of the # of people to whom yousent your e-mail)
Open RateAverage = 15 – 18%Increase your rate: Opt-in /double opt-in Segment lists Send at different times
Click-Thru RateYour click-thru rate is the percentage of people whohave clicked a link in your e-mail (of the # of peoplewho opened your e-mail)
Click-Thru RateAverage = 1 – 10%Increase your rate: Accurate subject lines Highlight what you want readers to click Consider a change in format
Unsubscribe RateYour unsubscribe rate is the percentage of peoplewho opt out of your mailings (out of the # of peoplethe e-mail was sent to)
Bounce RateYour bounce rate is the percentage of people whose e-mails were undeliverable (out of the # of people the e-mail was sent to)
Response RateYour response rate is the percentage of actions taken(out of the # of messages delivered)
Frequency Tips How fast can you produce interesting, relevantcontent? Quarterly? Monthly? Bi-weekly? Daily? What does your audience want? Tell your audience how often to expect an e-mailwhen they sign up
Frequency Tips Best times to send Morning Commute (7A – 9A) Evening Commute (5P – 7P) Depends on message