Higher Conversions: The Anatomy of Engaging Email Campaigns (v2)

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Presented at 2012 My Charity Connects Conference in Toronto on June 12, 2012

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  • TITLE SLIDE.
  • If you don’t have the budget to bring on staff to focus on email, here’s what you can learn
  • Email is a relationship
  • Much like nonprofit database
  • If you don’t have the budget to bring on staff to focus on email, here’s what you can learn
  • Relationship-building tool. Don’t want to weaken it.
  • Relationship-building tool. Don’t want to weaken it.
  • Maximized opportunity to connect with audiences
  • If you don’t have the budget to bring on staff to focus on email, here’s what you can learn
  • Huge difference. So many important details are rushed. No reason not to test every message.
  • Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
  • Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
  • Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
  • Don’t use whatever you think of first. Give it some thought. 30 CHARACTERS – Make sure it can stand on it’s own.
  • Can do more on your website – donate, register for an event, watch a video, explore your website. Give them just enough value to inspire them to click
  • Can do more on your website – donate, register for an event, watch a video, explore your website. Give them just enough value to inspire them to click
  • Helps with SEO, drive social media traffic here
  • Helps with SEO, drive social media traffic here
  • Section header
  • Can do more on your website – donate, register for an event, watch a video, explore your website. Experiment with color.
  • No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  • Section header
  • No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  • No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  • No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  • No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  • No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  • No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  • No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  • No universal time or day of week. Consider the purpose of your email. Have a small event this weekend? Consider sending it later in the week. National organization? Consider testing by time zone. Aweber (2008) – Open rates
  • Section header
  • Section header
  • Higher Conversions: The Anatomy of Engaging Email Campaigns (v2)

    1. 1. HIGHER CONVERSIONS: THE ANATOMY OF ENGAGING EMAIL CAMPAIGNS Mike Snusz Sr. Internet Marketing Consultant at Blackbaud If you’re Tweeting, use #EngagingEmail #mcc20126/15/2012 Footer 1
    2. 2. ABOUT ME • 9 years working at/with nonprofits • Former fundraiser at Roswell Park Alliance Foundation • Email, fundraising & online strategy consulting at Blackbaud • Strategist for Guide Creative • Contribute: NetWitsThinkTank.com • Twitter: @mikesnuszHigher Conversions: The Anatomy of Engaging Email Campaigns 2 @mikesnusz | #EngagingEmail #mcc12
    3. 3. THE INBOX: A CLUTTERED, COMPETITIVE PLACEHigher Conversions: The Anatomy of Engaging Email Campaigns 3 @mikesnusz | #EngagingEmail #mcc12
    4. 4. HOW IMPORTANT IS EMAIL? 35% of online revenue comes from email* *2012 eNonprofit Benchmark Study (NTEN, M&R)Higher Conversions: The Anatomy of Engaging Email Campaigns 4 @mikesnusz | #EngagingEmail #mcc12
    5. 5. SESSION AGENDA • Corporate email programs: What can nonprofits learn? • (Personalized) content is king • Anatomy of engaging email • Why you need to test…and what to test • Best practices for campaign types • Email campaign example: UNICEF • Brief Q&AHigher Conversions: The Anatomy of Engaging Email Campaigns 5 @mikesnusz | #EngagingEmail #mcc12
    6. 6. C O R P O R AT E E M A I L P R O G R A M S : W H AT C A N NONPROFITS LEARN?Higher Conversions: The Anatomy of Engaging Email Campaigns 6 @mikesnusz | #EngagingEmail #mcc12
    7. 7. ABOUT CORPORATE EMAIL PROGRAMS • Large budgets, staff, work with agencies • Sophisticated programs that provide value • Data-driven decisions • Top programs: Most important value drivers 82% - Test and measure everything* 71% - Build in targeting capabilities* *2011 Gleanster survey on Email MarketingHigher Conversions: The Anatomy of Engaging Email Campaigns 7 @mikesnusz | #EngagingEmail #mcc12
    8. 8. CROCSHigher Conversions: The Anatomy of Engaging Email Campaigns 8 @mikesnusz | #EngagingEmail #mcc12
    9. 9. WHOLE FOODSHigher Conversions: The Anatomy of Engaging Email Campaigns 9 @mikesnusz | #EngagingEmail #mcc12
    10. 10. AMAZONHigher Conversions: The Anatomy of Engaging Email Campaigns 10 @mikesnusz | #EngagingEmail #mcc12
    11. 11. (PERSONALIZED) CONTENT IS KINGHigher Conversions: The Anatomy of Engaging Email Campaigns 11 @mikesnusz | #EngagingEmail #mcc12
    12. 12. PERSONALIZING YOUR EMAIL THEN NOWHigher Conversions: The Anatomy of Engaging Email Campaigns 12 @mikesnusz | #EngagingEmail #mcc12
    13. 13. WHY (PERSONALIZED) CONTENT IS KING • Top tactic to deliver relevant and engaging content* • Open rates increase 7% & click-through rates increase 80%** • Click-through rates twice as high first 30 days*** *2011 MarketingSherpa Email Marketing Benchmark Survey **MailerMailer 2010 Email Marketing Metrics Report ***MarketingSherpa "Email Marketing Benchmark Guide 2008”Higher Conversions: The Anatomy of Engaging Email Campaigns 13 @mikesnusz | #EngagingEmail #mcc12
    14. 14. WHY (PERSONALIZED) CONTENT IS KING • Provide value • Connection • Without relevant content, risk: - Level of engagement - Level of attention - Decreased response - Weakened relationshipHigher Conversions: The Anatomy of Engaging Email Campaigns 14 @mikesnusz | #EngagingEmail #mcc12
    15. 15. SPCA ERIE COUNTY 2010 participants 2009 participants 2008 participants 2007 participants Campaign Emails Click-through rate Email #1 1.68% Email #2 1.98% Email #3 (personalized) 3.50%Higher Conversions: The Anatomy of Engaging Email Campaigns 15 @mikesnusz | #EngagingEmail #mcc12
    16. 16. RONALD MCDONALD HOUSE OF KC Past attendees Attended similar event Audience Click-through rate Past attendees 25.1% Attended similar event 14.6% Everyone else 8.6%Higher Conversions: The Anatomy of Engaging Email Campaigns 16 @mikesnusz | #EngagingEmail #mcc12
    17. 17. UDM ALUMNI NEWSLETTER School of Architecture Engineering Grads Audience Open rate School of Architecture 23.5% Engineering Grads 18.9% Everyone Else 11.9%Higher Conversions: The Anatomy of Engaging Email Campaigns 17 @mikesnusz | #EngagingEmail #mcc12
    18. 18. HIDDEN WAYS TO PERSONALIZE ANY EMAIL Cultivate • Thank recent donors • Tell how donations were used • Thank recent event attendees • Show photos • Thank recent volunteers Provide value • Deliver relevant content • Reminders (membership, event reminders)Higher Conversions: The Anatomy of Engaging Email Campaigns 18 @mikesnusz | #EngagingEmail #mcc12
    19. 19. CULTIVATE: THANK DONORS & TELL HOW DONATIONS WERE USEDHigher Conversions: The Anatomy of Engaging Email Campaigns 19 @mikesnusz | #EngagingEmail #mcc12
    20. 20. PROVIDE VALUE: DELIVER RELEVANT CONTENT www.KayYow.comHigher Conversions: The Anatomy of Engaging Email Campaigns 20 @mikesnusz | #EngagingEmail #mcc12
    21. 21. HIDDEN WAYS TO PERSONALIZE ANY EMAIL Solicit • Match areas of interest to funding opportunities • Provide past gift info • Planned giving prospects Data Integrity • Missing information • Verify informationHigher Conversions: The Anatomy of Engaging Email Campaigns 21 @mikesnusz | #EngagingEmail #mcc12
    22. 22. A N AT O M Y O F E N G A G I N G E M A I LHigher Conversions: The Anatomy of Engaging Email Campaigns 22 @mikesnusz | #EngagingEmail #mcc12
    23. 23. PLAN YOUR EMAIL CAMPAIGN • Start earlier! • Identify specific goals and dates • Discuss segments & relevant content • Test? Incentives? • Channels: Offline? Social media? Website? • Review email internally • Send & review metricsHigher Conversions: The Anatomy of Engaging Email Campaigns 23 @mikesnusz | #EngagingEmail #mcc12
    24. 24. ANATOMY OF ENGAGING EMAIL Recognizable “From” field Intriguing subject lines Concise, relevant content Compelling call to actionHigher Conversions: The Anatomy of Engaging Email Campaigns 24 @mikesnusz | #EngagingEmail #mcc12
    25. 25. FROM NAME • Recognizable name – organization name (or celebrity)Higher Conversions: The Anatomy of Engaging Email Campaigns 25 @mikesnusz | #EngagingEmail #mcc12
    26. 26. SUBJECT LINES • Pique curiosity, generate interest & convey urgency Not Intriguing Intriguing Help Maine wildlife 5 things you can do right now for Maine wildlife Support the whales Deadline tomorrow: Time running out for whales April 2010 eNewsletter eNewsletter: Homecoming events announcedHigher Conversions: The Anatomy of Engaging Email Campaigns 26 @mikesnusz | #EngagingEmail #mcc12
    27. 27. SUBJECT LINES • Mobile friendly: Front-load first 30 characters • Avoid special characters (!, $) and CAPS • Fastest way to better results: Test!Higher Conversions: The Anatomy of Engaging Email Campaigns 27 @mikesnusz | #EngagingEmail #mcc12
    28. 28. USE SCANNABLE CONTENT • Use lists when possible • Numbers versus bullets • Numerals versus words • More whitespace • Short paragraphs • Bold important phrases • HeadlinesHigher Conversions: The Anatomy of Engaging Email Campaigns 28 @mikesnusz | #EngagingEmail #mcc12
    29. 29. AVOID LARGE OR MANY IMAGESHigher Conversions: The Anatomy of Engaging Email Campaigns 29 @mikesnusz | #EngagingEmail #mcc12
    30. 30. AVOID LARGE OR MANY IMAGES Images Blocked By Default in: Hotmail Yahoo Gmail Blackberry Android Default Android Gmail Outlook 2003 Outlook 2007 Outlook for Mac 2011 Windows Live Hotmail Windows Mobile 7 AOL Webmail/Desktop Images Not Blocked By Default in: iPhone/iPad Outlook Express Apple Mail Lotus Notes Source: http://awe.sm/5y5lAHigher Conversions: The Anatomy of Engaging Email Campaigns 30 @mikesnusz | #EngagingEmail #mcc12
    31. 31. SUMMARIZE PURPOSE IN IMAGE’S ALT TEXTHigher Conversions: The Anatomy of Engaging Email Campaigns 31 @mikesnusz | #EngagingEmail #mcc12
    32. 32. USE VIDEO SCREEN SHOT IMAGES • 2-3x higher clicks *As Seen in the Inbox, Forrester Research, May, 2009Higher Conversions: The Anatomy of Engaging Email Campaigns 32 @mikesnusz | #EngagingEmail #mcc12
    33. 33. ASK FOR A TIMELY, SPECIFIC NEEDHigher Conversions: The Anatomy of Engaging Email Campaigns 33 @mikesnusz | #EngagingEmail #mcc12
    34. 34. CREATE A COMPELLING LANDING PAGEHigher Conversions: The Anatomy of Engaging Email Campaigns 34 @mikesnusz | #EngagingEmail #mcc12
    35. 35. USE INCENTIVES TO PROVIDE ADDED VALUE • Matching gift • Drawing • Recognition • Send an eCard • Premium • Honor or Memorial • MembershipHigher Conversions: The Anatomy of Engaging Email Campaigns 35 @mikesnusz | #EngagingEmail #mcc12
    36. 36. CALL TO ACTION LINKS • Make links compelling by including: What + Why + Where/When Not Compelling Compelling Click here Speak up now to stop the bloodshed in Syria Donate now Donate now to feed those starving in Somalia Register Register by Feb. 20th to ride in honor of a cancer survivorHigher Conversions: The Anatomy of Engaging Email Campaigns 36 @mikesnusz | #EngagingEmail #mcc12
    37. 37. Higher Conversions: The Anatomy of Engaging Email Campaigns 37 @mikesnusz | #EngagingEmail #mcc12
    38. 38. WHY MOBILE-FRIENDLY MATTERS • 88% check email daily on mobile device • By the end of 2012, more people will read email on a mobile device than desktop or webmail • 63% of Americans would close or delete an email not optimized for mobile Source: http://awe.sm/5y8ivHigher Conversions: The Anatomy of Engaging Email Campaigns 38 @mikesnusz | #EngagingEmail #mcc12
    39. 39. 10 WAYS TO BE MOBILE-FRIENDLY…THURSDAY 1. 1 column over 2 2. Text: 12pt. Headlines: 20 pt. 3. Make it scannable 4. Call to action link early 5. Don’t crowd links 6. Use smaller images 7. Create web page version 8. Mobile-friendly landing page 9. Front-load subject lines and… 10. Use a pre-headerHigher Conversions: The Anatomy of Engaging Email Campaigns 39 @mikesnusz | #EngagingEmail #mcc12
    40. 40. EYE TRACKING From: Email Newsletters: Surviving Inbox Congestion - Jakob Nielsens AlertboxHigher Conversions: The Anatomy of Engaging Email Campaigns 40 @mikesnusz | #EngagingEmail #mcc12
    41. 41. MULTI-CHANNEL INTEGRATION • Which channels are most often integrated with email? 86% - Website 78% - Social media 50% - Events 45% - Blogs 33% - Direct mail Source: *2011 MarketingSherpa Email Marketing Benchmark SurveyHigher Conversions: The Anatomy of Engaging Email Campaigns 41 @mikesnusz | #EngagingEmail #mcc12
    42. 42. PROMOTE CAMPAIGN IN OTHER EMAILSHigher Conversions: The Anatomy of Engaging Email Campaigns 42 @mikesnusz | #EngagingEmail #mcc12
    43. 43. SEND A FOLLOW-UP EMAIL • Avg. Open Rate: 14%* • Change it with: • Intro message • New subject line • Alternate approach *2012 eNonprofit Benchmark Study (NTEN, M+R)Higher Conversions: The Anatomy of Engaging Email Campaigns 43 @mikesnusz | #EngagingEmail #mcc12
    44. 44. TECHNIQUE #1 - IN CASE YOU DIDN’T SEE ITHigher Conversions: The Anatomy of Engaging Email Campaigns 44 @mikesnusz | #EngagingEmail #mcc12
    45. 45. TECHNIQUE #2 – PROGRESS UPDATE Update Outcome Urgent NeedHigher Conversions: The Anatomy of Engaging Email Campaigns 45 @mikesnusz | #EngagingEmail #mcc12
    46. 46. TECHNIQUE #3 – DEADLINE ALERTHigher Conversions: The Anatomy of Engaging Email Campaigns 46 @mikesnusz | #EngagingEmail #mcc12
    47. 47. TECHNIQUE #4 – SAME THEME. DIFFERENT OPTIONSHigher Conversions: The Anatomy of Engaging Email Campaigns 47 @mikesnusz | #EngagingEmail #mcc12
    48. 48. TECHNIQUE #5 – RELATED NEWS OF THE DAYHigher Conversions: The Anatomy of Engaging Email Campaigns 48 @mikesnusz | #EngagingEmail #mcc12
    49. 49. W H Y Y O U N E E D T O T E S T … A N D W H AT T O T E S THigher Conversions: The Anatomy of Engaging Email Campaigns 49 @mikesnusz | #EngagingEmail #mcc12
    50. 50. WHY TEST? According to top email programs: • Email testing is the most important value driver* • 82% of them test and measure everything* *2011 Gleanster survey on Email MarketingHigher Conversions: The Anatomy of Engaging Email Campaigns 50 @mikesnusz | #EngagingEmail #mcc12
    51. 51. MOST EFFECTIVE ELEMENTS TO TEST 1. Target audience 2. Landing page 3. Subject line 4. Call-to-action link 2011 MarketingSherpa Email Marketing Benchmark SurveyHigher Conversions: The Anatomy of Engaging Email Campaigns 51 @mikesnusz | #EngagingEmail #mcc12
    52. 52. TEST CALL TO ACTION The largest difference between high and low performing email programs was in email click-through rates* • Placement • Incentive • Language • What color *2010 eNonprofit Benchmarks Study, NTEN & M+RHigher Conversions: The Anatomy of Engaging Email Campaigns 52 @mikesnusz | #EngagingEmail #mcc12
    53. 53. TEST TIME OF DAY? • 6:00-7:00am (MailChimp) • 6:00-11:00am (MailerMailer) • 9:00am (Marketing Sherpa) • 9:00am (eROI)Higher Conversions: The Anatomy of Engaging Email Campaigns 53 @mikesnusz | #EngagingEmail #mcc12
    54. 54. HOW TO TEST? • Send 2 tests: Each to 10%-20% • Wait 1-2 days • Review metrics & check statistical significance • Send “winning” message to remaining recipients • Repeat, Repeat, Repeat • Calculator: eMarketingDynamics.comHigher Conversions: The Anatomy of Engaging Email Campaigns 54 @mikesnusz | #EngagingEmail #mcc12
    55. 55. RECORD TEST RESULTS • Simple spreadsheet • Date • Audience/List • Variable tested • Open rate • Click-through rate • Conversion rate • Unsubscribe rateHigher Conversions: The Anatomy of Engaging Email Campaigns 55 @mikesnusz | #EngagingEmail #mcc12
    56. 56. C A M PA I G N T Y P E S : B E S T P R A C T I C E SHigher Conversions: The Anatomy of Engaging Email Campaigns 56 @mikesnusz | #EngagingEmail #mcc12
    57. 57. EVENT CAMPAIGN BEST PRACTICES • Build excitement & spread-the-word • Past event results & impact • Interesting stories, pictures or videos • What’s new & benefits of early registration • 4 emails • Kickoff: announcement • Reminder • Last chance • Wrap-up: success • Landing page: Social sharing & Twitter widgetHigher Conversions: The Anatomy of Engaging Email Campaigns 57 @mikesnusz | #EngagingEmail #mcc12
    58. 58. Higher Conversions: The Anatomy of Engaging Email Campaigns 58 @mikesnusz | #EngagingEmail #mcc12
    59. 59. END OF THE YEAR CAMPAIGN BEST PRACTICES • Campaign theme • “Bring light into a seniors life this holiday season” • Campaign narrative • Compelling need & problem to solve • Moving personal story • Why is it timely • 3 donation levels • Structure: 3-5 emails • Kickoff – early Dec. • Stewardship – 3rd week of Dec • Last chance – end of Dec.Higher Conversions: The Anatomy of Engaging Email Campaigns 59 @mikesnusz | #EngagingEmail #mcc12
    60. 60. Higher Conversions: The Anatomy of Engaging Email Campaigns 60 @mikesnusz | #EngagingEmail #mcc12
    61. 61. Higher Conversions: The Anatomy of Engaging Email Campaigns 61 @mikesnusz | #EngagingEmail #mcc12
    62. 62. Higher Conversions: The Anatomy of Engaging Email Campaigns 62 @mikesnusz | #EngagingEmail #mcc12
    63. 63. MONTHLY GIVING CAMPAIGN BEST PRACTICES • Campaign theme & narrative • Answer why & use giving levels • Recognition: benefits, name • Words to use: partnership, loyalty, team, efficient • 3 emails • Kickoff: goals, incentives • Reminder: progress • Close: success statement, reminder • Patience & persistenceHigher Conversions: The Anatomy of Engaging Email Campaigns 63 @mikesnusz | #EngagingEmail #mcc12
    64. 64. Higher Conversions: The Anatomy of Engaging Email Campaigns 64 @mikesnusz | #EngagingEmail #mcc12
    65. 65. E M A I L C A M PA I G N E X A M P L E : U N I C E FHigher Conversions: The Anatomy of Engaging Email Campaigns 65 @mikesnusz | #EngagingEmail #mcc12
    66. 66. EOY CAMPAIGN EMAIL #1 SUBJECT: JUST ANNOUNCED: DOUBLE YOUR IMPACT TO SAVE CHILDRENHigher Conversions: The Anatomy of Engaging Email Campaigns 66 @mikesnusz | #EngagingEmail #mcc12
    67. 67. EOY CAMPAIGN EMAIL #2 SUBJECT: PLEASE HELP A HUNGRY CHILDHigher Conversions: The Anatomy of Engaging Email Campaigns 67 @mikesnusz | #EngagingEmail #mcc12
    68. 68. EOY CAMPAIGN EMAIL #3 SUBJECT: WHY YOU MATTER TO A STARVING CHILDHigher Conversions: The Anatomy of Engaging Email Campaigns 68 @mikesnusz | #EngagingEmail #mcc12
    69. 69. EOY CAMPAIGN EMAIL #4 SUBJECT: DEADLINE: MATCH EXPIRES IN 1 DAYHigher Conversions: The Anatomy of Engaging Email Campaigns 69 @mikesnusz | #EngagingEmail #mcc12
    70. 70. EOY CAMPAIGN EMAIL #5 SUBJECT: LAST CHANCE MATCH: HOURS TO DEADLINEHigher Conversions: The Anatomy of Engaging Email Campaigns 70 @mikesnusz | #EngagingEmail #mcc12
    71. 71. IMPACT TIPS • Personalized content engages email recipients and improves results • Test email messages to validate assumptions, better understand recipients and make data-driven decisionsHigher Conversions: The Anatomy of Engaging Email Campaigns 71 @mikesnusz | #EngagingEmail #mcc12
    72. 72. QUESTIONS?Higher Conversions: The Anatomy of Engaging Email Campaigns 72 @mikesnusz | #EngagingEmail #mcc12
    73. 73. RESOURCES • NetWitsThinkTank.com • ConnectionCafe.com • AWeber.com/Blog • www.Blackbaud.com/Nonprofit-Resources • www.Blackbaud.com/BlackbaudIndex • www.Blackbaud.com/Puzzle (June 14th webinar) • www.GuideCreative.com/GiveawayHigher Conversions: The Anatomy of Engaging Email Campaigns 73 @mikesnusz | #EngagingEmail #mcc12

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