Email Marketing for Nonprofits


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Get tips for improving your email marketing. Using findings from our recent email marketing survey as a framework, we'll show you the best ways to create, send, and track high-impact emails that stand out in a crowded inbox.

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  • Growing and retaining contacts (theme of the survey) Barriers: objectives? Doesn’t’ jibe with previous slide could be that they defined objectives but too loosely and are changing them.
  • Email Marketing for Nonprofits

    1. 1. Email Marketing for Nonprofits Tips for improving your email marketing now Lara Brown Senior Marketing Manager Sage Nonprofit Solutions#NPEMKTG 1
    2. 2. Agenda • List growth • Campaign elements • Deliverability • Testing and optimization • Segmentation • Automation 2
    3. 3. “The reports of my death have been greatly exaggerated.”- email 3
    4. 4. Why Email Marketing? Does your organization • Inexpensive conduct email marketing? • Immediate • Effective way to communicate with supporters • Able to quickly test and optimize • Able to segment audience for customized messages 4
    5. 5. Successful Organizations: • Define clear objectives and measurable goals • Benchmark and track email performance metrics • Take measures to improve deliverability • Use tactics to grow and retain email contacts • Send emails that are relevant and engaging • Integrate email with other marketing channels • Segment their list according to behavior and interest • Test and optimize key campaign elements 5
    6. 6. Objectives and Measurable GoalsWhat are yourorganization’s top 3objectives?What are yourorganization’s top 3measurable goals? 6
    7. 7. Why Email Marketing Fails • The one and done email – Need to send messages multiple times before a supporter notices it, let alone responds (unless it’s tailored for them) • The stand-alone email – Lack of integration with other on- and offline marketing channels (where social media comes in) • Generic emails (not targeted to areas of interest) • The registration / donation form is overly complicated or requires too much information • Key campaign elements like the subject line are ineffective • Deliverability issues 7
    8. 8. Ready, Aim, Fire • Growing and retaining email contacts – Get your message to your audience • Deliverability – Get your email to the inbox • Subject line (The promise) – Get your email opened • Copy (Delivering on the promise) – Get your email read • Content (Making it relevant) – Get your target to engage / respond 8
    10. 10. Growing and Retaining ContactsDoes your organizationactively work to growand retain emailcontacts?Which statement bestdescribes yourorganization’s emaillist growth trend forthe past 12 months? 10
    11. 11. Email Contacts Unaware80% The Donor Aware Funnel 15% Active / Engaged 50% Click on Form 15% Donate 11
    12. 12. Tips for growing and keeping contacts • Online – Facebook registration page – Web site registration – Offer incentives for signing up – Make it easy, don’t ask for unnecessary information – Referrals: Forward to a friend / give advocates the tools to share your emails and your story – Social media sharing icons – Blog sign up • Offline – Direct mail, events • Retain contacts by delivering value and making it worthwhile for them to stay 12
    13. 13. Facebook Registration Page Tip: Lower the Barrier to Entry with a Soft Ask 13
    14. 14. DELIVERABILITY 14
    15. 15. Tactics for Improving Deliverability • Regularly clean your data – Remove hard bounces – Remove inactive contacts – Evaluate soft bounces – Update email addresses • Monitoring inbox placement • Spam checking software – Your email service provider (ESP) should include or offer • Ask contacts to add you to their Safe Senders 15
    16. 16. Tactics for Improving Response • Make it possible to view email as a web page – For those who have display images turned off • Use text and graphics, not just graphics • Use consistent from line: credibility / recognition • Reactivation campaigns to non-responders • Survey results show average unsubscribe rate is 4%! 16
    17. 17. CAMPAIGN ELEMENTS 17
    18. 18. Key Email Campaign Elements Tip: Write a simple brief to • Subject Line guide the process – Same rules as apply to a headline. – Attract attention. Be provocative, enticing: “We had no idea” – Specific, urgent, compelling, concise (40-60 characters) – Question marks okay, no or limited exclamation points – Don’t be afraid to include the Ask: “Donate to Save an Kitten Today” • Call to Action – Strong v. Soft (Give now v give today), sense of immediacy – Exclusivity (Part of a special club) – People want to know WIFM (what’s in it for me?) • Simplify donation pages – No need to sell them at that point – Reduce the number of clicks – Don’t send them off to a third-party site to donate 18
    19. 19. Landing Page 19
    20. 20. Content Tip: Write the copy, then delete the first line. • Deliver on the promise made in the subject line (how measured? CTR) • Don’t bury the lead / Cut to the chase quickly • Make it scan-able (bullets, short paragraphs) • Tone: compelling, action-oriented, conversational vs. formal • Keep important content / links above the fold • Stop talking about yourself (the wewe test) • Personalization and video 20
    22. 22. Elements to Test • Subject Line • Call to Action • Target Audience • Landing Page • Donation Form Fields • Content • Time / Day • Personalization / Video • Frequency 22
    23. 23. Types of Testing • A/B Testing – Test one element at a time – Don’t waste time testing “whispers” – Tip: Split a small portion of your list and send 2 different emails with 2 different subject lines. Send the winning email to the rest of the contacts. • Multivariate Testing – Testing multiple elements at a time (e.g, subject line + headline + list) – Pro: speeds up optimization – Con: complex 23
    25. 25. Segmenting Your List Tip: Set up a preference center so supporters can• Reach the right prospect with the right opt-in to specific content. message at the right time – Send messages to a segment of your audience based on behavior and what you know about them• Benefits – Cuts through the clutter, more likely to get opened – If providing value, can send more frequently – Improve open rates and reduce opt-out rates. – If their behavior indicates interest in cats, give ‘em cats! 25
    26. 26. Automated Marketing Tip: Use for driving people to an • Multi-step, trigger-based on if / then upcoming event scenario • Score to prioritize for follow up – Explicit: Their activity (opens, clicks, etc.) – Implicit: What you know about them (adopted a dog)Sage E-marketing Lead Scoring 26
    27. 27. AutomatedTrigger-BasedMarketing
    28. 28. TRACKING 28
    29. 29. Benchmark and Track KeyPerformance Indicators • Click-through rate Does your organization • Open rate benchmark email performance? • Total contacts • Total new contacts • % active, email-able contacts • Unsubscribe rate • Bounceback rate • Total emails sent • Conversion rate • Campaign ROI 29
    30. 30. Successful Organizations • Define clear objectives and measurable goals • Benchmark and track email performance metrics • Take measures to improve deliverability • Use tactics to grow and retain email contacts • Send emails that are relevant and engaging • Integrate email with other marketing channels • Segment their list according to behavior and interest • Test and optimize key campaign elements 30
    31. 31. Q&A• Download the complete Email Marketing Report – x• Get a free trial of Sage E-marketing –• Learn about Sage Fundraising Online Thanks for – Attending!• Sage Nonprofit E-Books – Event Fundraising Best Practices – Year-End Fundraising Guide 31
    32. 32. Appendix 32
    33. 33. Challenges and ObstaclesWhat are yourorganization’s mostsignificant challenges?What are thebarriers toovercomingthem? 33
    34. 34. Top Campaigns / Appeals • Events / Year End Campaign Best Practices – Create an email timeline – Mention event date in every email – Send a save-the-date email – Use after-event email or survey – Make it easy to donate / register 34