25/09/2013 1
3 EASY WAYS TO SHAKE UP YOUR
EMAIL STRATEGY
25/09/2013 2
IS EMAIL STILL IMPORTANT?
Source: Litmus, https://litmus.com/blog/wp-content/uploads/2013/02/reign-of-email-i...
25/09/2013 3
Source: Litmus, https://litmus.com/blog/wp-content/uploads/2013/02/reign-of-email-infographic.png
25/09/2013 4
EMAIL IS IMPORTANT…NOW WHAT?
HOW CAN YOU SHAKE UP YOUR EMAIL STRATEGY TO HELP MAKE A
CHANGE:
 FREQUENCY
 DE...
25/09/2013 5
FREQUENCY
Source: Chadwick Martin Bailey
69% TOO MANY EMAILS
THEY UNSUBSCRIBE
IS THE #1 REASON
OF SUBSCRIBERS...
25/09/2013 6
FREQUENCY
CUT BACK
25/09/2013 7
FREQUENCY
CUT BACK
Source: http://www.emailmarketingtipps.de/2013/04/25/whats-your-best-email-frequency-heres...
25/09/2013 8
FREQUENCY
CUT BACK – WHAT’S YOUR GOLDEN NUMBER OF CAMPAIGNS?
5
7
8 4
36
209 1012
1513 17
1422 29 2
25/09/2013 9
FREQUENCY
CUT BACK
2012 2013
25/09/2013 10
FREQUENCY
HOW DO YOU START CUTTING BACK?
IMAGE OF CONFUSED PERSON
SEGMENTING
25/09/2013 11
FREQUENCY
SEGMENTING IS…
PERSONALISING YOUR MESSAGE
25/09/2013 12
FREQUENCY
SEGMENT
YOU HAVE A LOT OF DATA – SO START THERE!
LOCATION:
DONATION TYPE:
SPONSORSHIP
REGULAR GIFT...
25/09/2013 13
FREQUENCY
SEGMENT
DON’T OVER COMPLICATE IT! LITTLE CHANGES CAN MAKE A
BIGDIFFERENCE
25/09/2013 14
FREQUENCY
SEGMENT
RELEVANCE VALUE
25/09/2013 15
FREQUENCY
WELCOME EMAILS
25/09/2013 16
DESIGN
SIMPLE, EFFICIENT & EFFECTIVE EMAIL DESIGN
Mobile Desktop Web Based
Source: www.lyris.com/anatomy-of-...
25/09/2013 17
DESIGN
WHERE IS YOUR EMAIL READ?
Source: www.lyris.com/anatomy-of-the-perfect-email-design-US
25/09/2013 18
DESIGN
WHY KEEP IT SIMPLE?
THE AVERAGE
ATTENTION SPAN IN
2012 WAS
SECONDS
Source: http://www.statisticbrain....
25/09/2013 19
DESIGN
SIMPLE, EFFICIENT & EFFECTIVE EMAIL DESIGN
KISS : Keep It Simple Stupid
Source: http://en.wikipedia.o...
25/09/2013 20
DESIGN
STANDARD EMAIL DESIGN
HEADER
PRIMARY MESSAGE
IMAGE
SECONDARY MESSAGE
FOOTER WITH CONTACT
INFORMATION ...
25/09/2013 21
DESIGN
YOU DON’T WANT THIS:
25/09/2013 22
DESIGN
ARE YOU MOBILE OPTISMISED?
25/09/2013 23
DESIGN
• THE AVERAGE EMAIL METRICS FOR ASSOCIATIONS INCLUDE A 98.15% DELIVERY RATE,
32.36% OPEN RATE, 21.08%...
25/09/2013 24
DESIGN
• DO YOU NEED IT? IF NOT, GET RID OF IT.
• DO YOU REALLY NEED IT? IF NOT, GET RID OF IT.
• THIS INCLU...
25/09/2013 25
DESIGN
• IF THERE IS ANYTHING YOU’RE NOT SURE ABOUT IS TO TEST IT
DECIDING ON CONTENT
25/09/2013 26
THE OUTLIERS
SO FIND OUT
WHAT WORKS
FOR YOUR
DONORS
THERE WILL BE OUTLIERS
25/09/2013 27
TEST
WHAT WORKS FOR OTHERS MAY NOT WORK FOR YOU
WHY TEST?
25/09/2013 28
TEST
WHAT DO YOU TEST?
25/09/2013 29
TEST
WHAT DO YOU TEST?
Source: http://www.marketo.com/_assets/uploads/What-to-Test-in-Your-Email-Marketing-C...
25/09/2013 30
TEST
WHAT DO YOU TEST?
DAY OF THE WEEK TIME OF DAY
25/09/2013 31
TEST
RULES OF AB TESTING
KEEP A CONTROLLED
GROUP
CHANGE ONLY 1 VARIABLE
PER TEST
LARGE ENOUGH TESTING
SAMPLE
25/09/2013 32
TEST
WHAT DO YOU TEST?
Source: http://www.marketo.com/_assets/uploads/What-to-Test-in-Your-Email-Marketing-C...
25/09/2013 33
TEST
ANALYSE YOUR RESULTS
WHAT
CONCLUSIONS DID
YOU COME UP
WITH?
25/09/2013 34
TEST
ANALYSE YOUR RESULTS
TESTING
CHANGE
25/09/2013 35
SUMMARY
SO GIVE IT THE ATTENTION IT DESERVES
- LOOK AT WHERE YOU CAN CUT BACK YOUR EMAIL FREQUENCY
- THINK A...
25/09/2013 36
QUESTIONS?
MEGAN LEWIS
DIGITAL MARKETING & EVENTS SPECIALIST
megan.lewis@blackbaud.com.au
au.linkedin.com/in...
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3 Easy Ways To Shake Up Your Email Strategy with Megan Lewis

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In this webinar Megan Lewis, Blackbaud Pacific’s Digital Marketing & Events Specialist, looks at the importance of email in your organisation and discusses 3 easy ways to improve your email strategy with limited resources.

To view the full recording please visit: https://www.blackbaud.com.au/notforprofit-events/webinars/past

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3 Easy Ways To Shake Up Your Email Strategy with Megan Lewis

  1. 1. 25/09/2013 1 3 EASY WAYS TO SHAKE UP YOUR EMAIL STRATEGY
  2. 2. 25/09/2013 2 IS EMAIL STILL IMPORTANT? Source: Litmus, https://litmus.com/blog/wp-content/uploads/2013/02/reign-of-email-infographic.png
  3. 3. 25/09/2013 3 Source: Litmus, https://litmus.com/blog/wp-content/uploads/2013/02/reign-of-email-infographic.png
  4. 4. 25/09/2013 4 EMAIL IS IMPORTANT…NOW WHAT? HOW CAN YOU SHAKE UP YOUR EMAIL STRATEGY TO HELP MAKE A CHANGE:  FREQUENCY  DESIGN  TESTING
  5. 5. 25/09/2013 5 FREQUENCY Source: Chadwick Martin Bailey 69% TOO MANY EMAILS THEY UNSUBSCRIBE IS THE #1 REASON OF SUBSCRIBERS SAY HOW OFTEN ARE YOUR DONORS HEARING FROM YOU?
  6. 6. 25/09/2013 6 FREQUENCY CUT BACK
  7. 7. 25/09/2013 7 FREQUENCY CUT BACK Source: http://www.emailmarketingtipps.de/2013/04/25/whats-your-best-email-frequency-heres-the-math/ Campaigns/Email per month Click rate per campaign
  8. 8. 25/09/2013 8 FREQUENCY CUT BACK – WHAT’S YOUR GOLDEN NUMBER OF CAMPAIGNS? 5 7 8 4 36 209 1012 1513 17 1422 29 2
  9. 9. 25/09/2013 9 FREQUENCY CUT BACK 2012 2013
  10. 10. 25/09/2013 10 FREQUENCY HOW DO YOU START CUTTING BACK? IMAGE OF CONFUSED PERSON SEGMENTING
  11. 11. 25/09/2013 11 FREQUENCY SEGMENTING IS… PERSONALISING YOUR MESSAGE
  12. 12. 25/09/2013 12 FREQUENCY SEGMENT YOU HAVE A LOT OF DATA – SO START THERE! LOCATION: DONATION TYPE: SPONSORSHIP REGULAR GIFT ONE TIME DONATION P2P FUNDRAISER PASSION GIFT COUNTRY CITY STATE NEIGHBOURHOOD
  13. 13. 25/09/2013 13 FREQUENCY SEGMENT DON’T OVER COMPLICATE IT! LITTLE CHANGES CAN MAKE A BIGDIFFERENCE
  14. 14. 25/09/2013 14 FREQUENCY SEGMENT RELEVANCE VALUE
  15. 15. 25/09/2013 15 FREQUENCY WELCOME EMAILS
  16. 16. 25/09/2013 16 DESIGN SIMPLE, EFFICIENT & EFFECTIVE EMAIL DESIGN Mobile Desktop Web Based Source: www.lyris.com/anatomy-of-the-perfect-email-design-US
  17. 17. 25/09/2013 17 DESIGN WHERE IS YOUR EMAIL READ? Source: www.lyris.com/anatomy-of-the-perfect-email-design-US
  18. 18. 25/09/2013 18 DESIGN WHY KEEP IT SIMPLE? THE AVERAGE ATTENTION SPAN IN 2012 WAS SECONDS Source: http://www.statisticbrain.com/attention-span-statistics/ 8 THE AVERAGE ATTENTION SPAN IN 2000 WAS SECONDS12
  19. 19. 25/09/2013 19 DESIGN SIMPLE, EFFICIENT & EFFECTIVE EMAIL DESIGN KISS : Keep It Simple Stupid Source: http://en.wikipedia.org/wiki/KISS_principle
  20. 20. 25/09/2013 20 DESIGN STANDARD EMAIL DESIGN HEADER PRIMARY MESSAGE IMAGE SECONDARY MESSAGE FOOTER WITH CONTACT INFORMATION AND UNSUBSCRIBE OPTION
  21. 21. 25/09/2013 21 DESIGN YOU DON’T WANT THIS:
  22. 22. 25/09/2013 22 DESIGN ARE YOU MOBILE OPTISMISED?
  23. 23. 25/09/2013 23 DESIGN • THE AVERAGE EMAIL METRICS FOR ASSOCIATIONS INCLUDE A 98.15% DELIVERY RATE, 32.36% OPEN RATE, 21.08% CLICK RATE, AND A .051% UNSUBSCRIBE RATE • SHORTER SUBJECT LINES CONTINUE TO OUTPERFORM LENGTHIER SUBJECT LINES. SUBJECT LINES WITH FEWER THAN 10 CHARACTERS SAW THE HIGHEST OPEN RATES AT 51% • EMAILS CONTAINING MORE LINKS HAD HIGHER CLICK-THRU RATES • EMAIL ENGAGEMENT DECREASES AS THE LIST SIZE INCREASES A FEW EMAIL DESIGN STATISTICS Source: Informz.com
  24. 24. 25/09/2013 24 DESIGN • DO YOU NEED IT? IF NOT, GET RID OF IT. • DO YOU REALLY NEED IT? IF NOT, GET RID OF IT. • THIS INCLUDES TEXT, COLOURS, FONTS AND FORMATTING • SIMPLIFY, SIMPLIFY • ALLOW COMPLEX FEATURES TO DEGRADE GRACEFULLY • EXAMPLES INCLUDE ALT TEXT FOR IMAGES THAT DO NOT SHOW AND BACKGROUND- COLOURS FOR BACKGROUND IMAGES THAT DO NOT SHOW • UNDERSTAND THAT SOMEONE, SOMEWHERE WILL NOT SEE IT THE WAY YOU INTEND AND WORK TO MAKE THE EMAIL COMMUNICATE ANYWAY DECIDING ON CONTENT
  25. 25. 25/09/2013 25 DESIGN • IF THERE IS ANYTHING YOU’RE NOT SURE ABOUT IS TO TEST IT DECIDING ON CONTENT
  26. 26. 25/09/2013 26 THE OUTLIERS SO FIND OUT WHAT WORKS FOR YOUR DONORS THERE WILL BE OUTLIERS
  27. 27. 25/09/2013 27 TEST WHAT WORKS FOR OTHERS MAY NOT WORK FOR YOU WHY TEST?
  28. 28. 25/09/2013 28 TEST WHAT DO YOU TEST?
  29. 29. 25/09/2013 29 TEST WHAT DO YOU TEST? Source: http://www.marketo.com/_assets/uploads/What-to-Test-in-Your-Email-Marketing-Campaigns.pdf
  30. 30. 25/09/2013 30 TEST WHAT DO YOU TEST? DAY OF THE WEEK TIME OF DAY
  31. 31. 25/09/2013 31 TEST RULES OF AB TESTING KEEP A CONTROLLED GROUP CHANGE ONLY 1 VARIABLE PER TEST LARGE ENOUGH TESTING SAMPLE
  32. 32. 25/09/2013 32 TEST WHAT DO YOU TEST? Source: http://www.marketo.com/_assets/uploads/What-to-Test-in-Your-Email-Marketing-Campaigns.pdf
  33. 33. 25/09/2013 33 TEST ANALYSE YOUR RESULTS WHAT CONCLUSIONS DID YOU COME UP WITH?
  34. 34. 25/09/2013 34 TEST ANALYSE YOUR RESULTS TESTING CHANGE
  35. 35. 25/09/2013 35 SUMMARY SO GIVE IT THE ATTENTION IT DESERVES - LOOK AT WHERE YOU CAN CUT BACK YOUR EMAIL FREQUENCY - THINK ABOUT HOW YOUR MESSAGING WITHIN YOUR CONTENT COMES ACROSS AND HOW YOU CAN PERSONALISE YOUR MESSAGES THROUGH SEGMENTATION - CREATE A DESIGN THAT IS SIMPLE AND EFFICIENT FOR YOUR READER - TEST TEST TEST – WHAT WORKS FOR YOU WILL BE DIFFERENT THAN WHAT WORKS FOR OTHERS SO TEST AS OFTEN AS YOU CAN AND THEN BE OPEN TO CHANGES THAT MAY NEED TO OCCUR EMAIL IS IMPORTANT
  36. 36. 25/09/2013 36 QUESTIONS? MEGAN LEWIS DIGITAL MARKETING & EVENTS SPECIALIST megan.lewis@blackbaud.com.au au.linkedin.com/in/meganrileylewis

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