Nonprofit Email Engagement


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RI 501 Tech Club, Breakfast With The Expert session. August 11, 2011. An introduction to email marketing for small nonprofits.

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  • Engagement tool. Not your mail newsletter attached as a pdf or copied into email form.
  • Looking terrible in other email clients, you getting all the bouncebacks, not being able to track open, click through, conversion or action rate. You have no idea if anyone is opening your email or what they are doing with it. You are probably breaking the law (CAN-SPAM). Over time you could be blacklisted
  • Think of the way you go through your email box
  • Nonprofit Email Engagement

    1. 1. Email Engagement Best Practices for Nonprofits
    2. 2. Shana Masterson
    3. 3. Email Marketing puts the focus on your organization. Email Engagement puts the focus on your constituents.
    4. 5. Some popular ESPs
    5. 6. Grow Your Email List <ul><li>Permission Based </li></ul><ul><li>Existing and informal collection </li></ul><ul><li>Email field added to all forms </li></ul><ul><li>Email sign up on every page of your website </li></ul>
    6. 7. If CONTENT is KING , then AUDIENCE is HIGH OVERLORD of Email Engagement. <ul><li>“ Even if you have permission to send an email, people will not open it, read it, or stay on your list very long if the information you send isn’t relevant to them.” </li></ul><ul><li>- Jeffrey Rice, MarketingSherpa </li></ul>
    7. 8. Audience Segmentation <ul><li>Location </li></ul><ul><li>Age </li></ul><ul><li>Recipients of services </li></ul><ul><li>Volunteers </li></ul><ul><li>Donors </li></ul><ul><ul><li>New donors </li></ul></ul><ul><ul><li>Lapsed donors </li></ul></ul><ul><ul><li>Donors to a particular campaign </li></ul></ul><ul><ul><li>High dollar donors </li></ul></ul>
    8. 9. Email Consumption Stages Sender Name/Email Subject Line Preview Pane Above The Fold Entire Email Click-Through/Action Open
    9. 10. Sender Name/Email <ul><li>Consistency in both helps build recognition and trust. </li></ul><ul><li>The from line is the first thing people read, and is an important factor in whether or not the email is opened. </li></ul><ul><li>As little as 20 characters will display in the from line. </li></ul><ul><li>Ask to be white listed. </li></ul>
    10. 11. Subject Line <ul><li>Be specific, not misleading. </li></ul><ul><li>Provide a sense of urgency. </li></ul><ul><li>Speak to their needs and interests. </li></ul><ul><li>Put the most important information first. </li></ul><ul><li>Length: Between 20 and 50 characters, 60 max. </li></ul>
    11. 12. Preview Pane/ Above the Fold <ul><li>More than 70% of email users report utilizing the preview pane. </li></ul><ul><li>The preview pane will show the top 2 – 4 inches of the message, often with images blocked. </li></ul><ul><li>Put the most important content, the value proposition, or the action item in the first few lines of the email. </li></ul><ul><li>The first few lines should draw the person in and encourage them to continue skimming in the preview pane or to open the message. </li></ul>
    12. 13. Confessions of an Email Skimmer <ul><li>Only 19% of emails are actually read, the rest are skimmed. </li></ul><ul><li>Put the most important content in components of the emails that can be easily skimmed. </li></ul><ul><li>Headlines get the most attention followed by bulleted or numbered lists. </li></ul><ul><li>Links, links, links! </li></ul>
    13. 14. This is not your Annual Report! <ul><li>Conversational, not </li></ul><ul><li>corporate or flowery. </li></ul><ul><li>Short, to the point </li></ul><ul><li>sentences. </li></ul><ul><li>Paragraphs should be </li></ul><ul><li>no longer than 5-6 lines. </li></ul><ul><li>Write for an audience </li></ul><ul><li>of one. </li></ul>
    14. 15. Calls to Action <ul><li>One call to action </li></ul><ul><li>Bring the horse to water – Tell them what they should do, why they should do it, and how to take the next step. </li></ul><ul><li>Use colorful buttons and multiple links. </li></ul><ul><li>Make the email shareable. </li></ul>
    15. 16. Improve as you go <ul><li>Open Rate </li></ul><ul><li>Clickthrough Rate </li></ul><ul><li>Action Rate </li></ul><ul><li>Unsubscribe Rate </li></ul><ul><li>List growth/churn </li></ul><ul><li>A/B Testing </li></ul><ul><li>Timing </li></ul>
    16. 17. <ul><li>iOS increased by 85% in two years </li></ul><ul><li>Design for top email clients and with mobile in mind </li></ul><ul><li>Outlook – Images off by default </li></ul>
    17. 18. <ul><li>Multi-Channel </li></ul><ul><li>Website </li></ul><ul><li>Email </li></ul><ul><li>Print </li></ul><ul><li>Social </li></ul><ul><li> </li></ul>
    18. 19. Some Resources <ul><li>Case studies: </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Best practices: </li></ul><ul><li> (Katya Andresen) </li></ul><ul><li> (Kivi Lereoux Miller) </li></ul><ul><li> </li></ul><ul><li> (Nancy Schwartz) </li></ul><ul><li>Test email design on multiple clients (fee): </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    19. 20. DISCUSSION <ul><li>Keep in touch! </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: npshana </li></ul>