Email Strategies That Work

         Brad Davies
   Director of Web Services
      Dunham+Company
Overview
• Best	
  Prac*ces	
  and	
  Case	
  Studies	
  of	
  things	
  that	
  work
• Email	
  Execu*on
 • Mul*-­‐Channe...
Email
Effectiveness of Email
•   Your	
  donors	
  and	
  customers	
  now	
  spend	
  more	
  
    *me	
  reading	
  and	
  sen...
From Lines:
•   Send	
  emails	
  from	
  a	
  
    Recognizable	
  “From”	
  
    address.	
  	
  

•   Subscribers	
  ar...
Subject Lines:


 • Personalize subject lines.
 • One test found a personalized email achieved a
     22% open rate, compa...
Mail Chimp

Subject Line
  Analyst
Preheaders
Add a preheader that
supports your subject
line.

Make sure your
headline and your
button copy work
together.
Preheaders
Add a preheader that
supports your subject
line.

Make sure your
headline and your
button copy work
together.
Button Copy
Calls to action must be
meaningful, concise links that
tell your visitor where they
are going and why they
sho...
Source: Future Now: www.futurenowinc.com
Increased click rate of 27%
Integrating Multiple
        Channels
• The future of email marketing    will involve its
  coordination and integration w...
When to send Emails
• Send them when they are most likely to get
  opened.
• Mail and email delivered on the same day can
...
Value of integration

Research done by Convio
Donors with
online
interactions are
significantly more
valuable than
those without.

Offline-only
donors receiving
email are...
Writing for the Web
Web Copy Guidelines

• You probably have 8 seconds before half of
  your Web traffic drops off your page, so the
  most com...
Web Copy Guidelines
• Know your audience:
    Are these donors?
    Major donors?
    How did they come onto the file?
    ...
Web Copy Guidelines
• Ask yourself, “So what?” before you send each
  email.You need to be able to answer “Why do
  I care...
Web Copy Guidelines

• Reduce Reading Burden.
• Highlight key words or phrases with bold
  lettering or alternating colori...
Test and
  Change
Use different templates,
try not to get stuck in a
rut. Keep things fresh.

Audiences may react
differen...
Test and
  Change
Use different templates,
try to not get stuck in a
rut. Keep things fresh.

Audiences may react
differen...
Landing Pages
Landing Pages
• Avoid distractions.
• Don’t put full site
  navigation and links
  on a landing page
  that will encourage...
Landing Pages
• Use color. Colorful, high-contrast donate buttons work
  better than grey buttons.
• Amnesty International...
Landing Pages
   • Color does matter




Source: Perfecting your Page: Can donation page optimization boost online giving?...
Landing Pages
• Remove unnecessary fields from the
  personal information form (“title” or
  “suffix”).
• Amnesty Internatio...
Landing Pages
• Horizontal gift string layouts performed
  significantly better than the vertical giving
  string layout.
•...
21%
Increase
Landing Pages
• Supporters with no giving history respond better to
  more conservative gift string values, e.g. $35 to $2...
Landing Page
• To solve the problem of too many unqualified
  leads vs. creating a complex lead form with
  dozens of quest...
Two Page
     Form
 Premier Christian Radio

Promise to Vote Campaign
Email and Social Media
Email and Social Media
        8 Steps to Getting Started
1. Determine your goals and objectives for
   email campaigns an...
Email and Social Media
5. Start participating in conversations on those
   social networks by providing value-added
   com...
Share with your Network
Email and Social Media
• Social Media Marketing adds valuable
  functionality to email.
• Using free SMM widgets increase ...
Conversion Process
Conversion
• Conversion = # of visitors who take the
  desired action divided by the total # of site
  visitors.


  Where...
Conversion
• Most ministry sites are lead-generation sites.
  Your lead generation is your check out
  process.
  -   Aver...
Conversion
• Conversion page can not just provide
  information, it must clearly guide visitors to a
  particular action.
...
Conversion
The three reasons why leads fail to convert
1. They don’t understand the value they get in
exchange for giving ...
Conversion
Include a link to
view a sample
email from your
organization.


People want to
see that the
emails you send
are...
Welcome Series
Welcome Series
• Constituents who went through a welcome
  series process had a 15% higher first gift, than
  those who did...
Welcome Series
• Online customer affinity is typically highest for
  the first 30 days after the customer opts in.
• During ...
Welcome Series
• The first email a customer receives is the one
  most likely to get opened and read, which
  means that an...
Acquisition
Acquisition

• The natural churn rate of your in-house list will
  be 20-30% every year, even among loyal
  customers.

  ...
Acquisition
  Summary of Best Practices:
• Use prominent locations on home page and
  landing pages to sign people up.
• R...
Conclusion

• Execute the basics well.
• Small changes can make a significant
  difference.
• Test - Measure - Change
Resources
• MarketingSherpa.com
• MarketingExperiments.com
• Lyris.com
• Responsys.com
• Futurenowinc.com
• Convio.com
Brad Davies
  Director of Web Services

      Contact me at:
Brad@dunhamandcompany.com
Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010
Email Strategies That Work Dunham+Company Nrb 2010
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Email Strategies That Work Dunham+Company Nrb 2010

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Email Strategies That Work Dunham+Company Nrb 2010

  1. 1. Email Strategies That Work Brad Davies Director of Web Services Dunham+Company
  2. 2. Overview • Best  Prac*ces  and  Case  Studies  of  things  that  work • Email  Execu*on • Mul*-­‐Channel  Integra*on   • Web  Copy  Guidelines • Landing  Pages  that  convert • Social Media and Email intersection • From  a  visitor  to  donor • Acquisi*on  musts
  3. 3. Email
  4. 4. Effectiveness of Email • Your  donors  and  customers  now  spend  more   *me  reading  and  sending  emails  than  watching   TV.    Source:  Responsys  10  Quick  Wins  for  Email  Marke5ng • Providing  relevance  is  the  missing  ingredient  in   most  email  marke*ng  ini*a*ves.     • Relevance  =  right  message,  right  person,  right   *me.    
  5. 5. From Lines: • Send  emails  from  a   Recognizable  “From”   address.     • Subscribers  are  more  prone   to  open  messages  and   enable  links  from   organiza*ons  they  have  a   rela*onship  with.     • Use  your  organiza*on’s   name  and  a  valid  email   address  in  the  “from”  line   and  then  remain  consistent   in  each  mailing.  
  6. 6. Subject Lines: • Personalize subject lines. • One test found a personalized email achieved a 22% open rate, compared to a non-personalized email at 16.9%. • Email Makeover: 7 Email Optimization Tactics to Boost Revenue; MarketingSherpa.com January 2010.
  7. 7. Mail Chimp Subject Line Analyst
  8. 8. Preheaders Add a preheader that supports your subject line. Make sure your headline and your button copy work together.
  9. 9. Preheaders Add a preheader that supports your subject line. Make sure your headline and your button copy work together.
  10. 10. Button Copy Calls to action must be meaningful, concise links that tell your visitor where they are going and why they should go there. Avoid cliches and over used links like: “Read More,” “Click Here,” “Submit,” “Donate Now.” Replace them with something persuasive, use an imperative verb and an implied benefit.
  11. 11. Source: Future Now: www.futurenowinc.com
  12. 12. Increased click rate of 27%
  13. 13. Integrating Multiple Channels • The future of email marketing will involve its coordination and integration with other data and channels. Marketers using email as a hub for other direct marketing spokes are more successful than marketers using email as a silo. Mailings that integrate with other data and use targeting tactics are four times more effective and efficient than mailings that use broadcast tactics. JupiterResearch Report “The Road to Relevance”
  14. 14. When to send Emails • Send them when they are most likely to get opened. • Mail and email delivered on the same day can lift your response rate above 10%. • 98% of consumers retrieve the mail the day it is delivered, and 77% sort through it immediately. Ray Chin, Gray Hair Software, DMNews Email Marketing Guide
  15. 15. Value of integration Research done by Convio
  16. 16. Donors with online interactions are significantly more valuable than those without. Offline-only donors receiving email are more than twice as valuable life-to- date as offline only donors not receiving email.
  17. 17. Writing for the Web
  18. 18. Web Copy Guidelines • You probably have 8 seconds before half of your Web traffic drops off your page, so the most compelling copy should be strategically placed to grab interest. • The presentation of words through text size, font type, emphasis (bold, italics, underline), color, and location can make an incredible impact on response.
  19. 19. Web Copy Guidelines • Know your audience: Are these donors? Major donors? How did they come onto the file? Will they get the direct mail appeal? • Tailor your language with words that strike a chord with your audience base.
  20. 20. Web Copy Guidelines • Ask yourself, “So what?” before you send each email.You need to be able to answer “Why do I care?” “What do I do about it?” • Tailor your language with words that strike a chord with your audience base. • Be Clear, Concise, and Consistent. Visitors want quick, digestible information. • Multiple calls to action and unrelated information on your web pages may cause confusion and can distract your visitor from the main objective.
  21. 21. Web Copy Guidelines • Reduce Reading Burden. • Highlight key words or phrases with bold lettering or alternating coloring. Increase font sizes and place key text in a more prominent position on the page so it’s easy to locate.
  22. 22. Test and Change Use different templates, try not to get stuck in a rut. Keep things fresh. Audiences may react differently to the same message delivered in the varied formats.
  23. 23. Test and Change Use different templates, try to not get stuck in a rut. Keep things fresh. Audiences may react differently to the same message delivered in the varied formats.
  24. 24. Landing Pages
  25. 25. Landing Pages • Avoid distractions. • Don’t put full site navigation and links on a landing page that will encourage visitors to abandon the page. • Create a cul-de-sac.
  26. 26. Landing Pages • Use color. Colorful, high-contrast donate buttons work better than grey buttons. • Amnesty International saw a 25% increase in their conversion rate when they went to a red submit button compared to a grey button and a 29% increase when they used a red “Donate Now” button compared to a grey “submit” button. Source: Perfecting your Page: Can donation page optimization boost online giving? May 9, 2008 Donor Digital www.donordigital.com
  27. 27. Landing Pages • Color does matter Source: Perfecting your Page: Can donation page optimization boost online giving? May 9, 2008 Donor Digital www.donordigital.com
  28. 28. Landing Pages • Remove unnecessary fields from the personal information form (“title” or “suffix”). • Amnesty International saw a 31% increase in their conversion rate when they removed the “title” and “suffix” fields in their donor information form. Perfecting Your Page: Can donation page optimization boost online giving? Donordigital, May 2008.
  29. 29. Landing Pages • Horizontal gift string layouts performed significantly better than the vertical giving string layout. • Amnesty International USA found a horizontal gift string performed 21% better than the vertical gift string. Donordigital, Landing on Gold, Optimizing your donation landing pages to increase giving: a bright spot in a tough economy. April 2009. www.donordigital.com
  30. 30. 21% Increase
  31. 31. Landing Pages • Supporters with no giving history respond better to more conservative gift string values, e.g. $35 to $250, than wider range gift strings, e.g. $35 to $1,000. • A donation page with a conservative gift string had a 15% better conversion rate than larger ones. The conservative string also brought in 1% more revenue than the page with broader gift strings. Average gift was 13% lower, but that is to be expected. Donordigital, Landing on Gold, Optimizing your donation landing pages to increase giving: a bright spot in a tough economy. April 2009. www.donordigital.com
  32. 32. Landing Page • To solve the problem of too many unqualified leads vs. creating a complex lead form with dozens of questions, create a two-part lead form. - On the first page ask the minimum amount of questions possible to have a visitor become a lead. - On the second page ask several more optional questions that will better help qualify the lead. Make sure the content is saved from page one to page two.
  33. 33. Two Page Form Premier Christian Radio Promise to Vote Campaign
  34. 34. Email and Social Media
  35. 35. Email and Social Media 8 Steps to Getting Started 1. Determine your goals and objectives for email campaigns and Social Media Marketing (SMM). 2. Determine who will be the owner of your social media efforts. 3. Create methods for measuring your progress towards goals. 4. Spend time listening to the conversations on your target social networks.
  36. 36. Email and Social Media 5. Start participating in conversations on those social networks by providing value-added comments, suggestions, and information. 6. Find ways to encourage your social network to opt-in to your email lists. Free newsletters, create surveys, have free offers, ect. 7. Measure. 8. Optimize and repeat.
  37. 37. Share with your Network
  38. 38. Email and Social Media • Social Media Marketing adds valuable functionality to email. • Using free SMM widgets increase the “shareability” of your email message. • Posts or Tweets about your relevant email marketing content across your social networks encourages fans/followers to repost on LinkedIn, Facebook, or Twitter. • Share with your network is the new forward to a friend.
  39. 39. Conversion Process
  40. 40. Conversion • Conversion = # of visitors who take the desired action divided by the total # of site visitors. Where do you start? • Reduce friction first, then focus on persuading more traffic to get further along in the process, then go get more traffic.
  41. 41. Conversion • Most ministry sites are lead-generation sites. Your lead generation is your check out process. - Average conversion rate is: 2% - 4% - A rate of 5% is outstanding - Above 10% is reason to celebrate Responsys, What 90 percent of Marketers Don’t Do - But Should. www.responsys.com
  42. 42. Conversion • Conversion page can not just provide information, it must clearly guide visitors to a particular action. • A page that cannot clearly guide users promotes unsupervised thinking and reduces the likelihood of completion. Increasing clarity for the user increases click-through and conversion. No Unsupervised Thinking: How to increase conversions by guiding your audience. Marketing Experiments, 2009
  43. 43. Conversion The three reasons why leads fail to convert 1. They don’t understand the value they get in exchange for giving their information. 2. They are informationally challenged and collect too little, too much, or incorrect information. 3.You haven’t established trust and set proper expectations of what to expect when doing business with you. Bryan Eisenber “Three reasons your visitors don’t convert to leads.” Grokdotcom 25 April 2008.
  44. 44. Conversion Include a link to view a sample email from your organization. People want to see that the emails you send are going to be valuable to them.
  45. 45. Welcome Series
  46. 46. Welcome Series • Constituents who went through a welcome series process had a 15% higher first gift, than those who did not go through the process. • First time donor conversion is 83% higher than the control group of supporters. • Rate of conversion from subscribers to activist increased by 110%. Common Knowledge, Case Study for International Fund for Animal Welfare. An integrated email program will take the initial touchpoint into consideration when creating its email messages.
  47. 47. Welcome Series • Online customer affinity is typically highest for the first 30 days after the customer opts in. • During this “honeymoon” period, the customer typically has a strong and favorable opinion of the company, and a stronger propensity to engage with the company. • This online high affinity phase is characterized by the new subscriber demonstrating higher email open rates, higher click rates, and higher conversion rates.
  48. 48. Welcome Series • The first email a customer receives is the one most likely to get opened and read, which means that any un-targeted, irrelevant messaging will result in a faster decline in engagement. • Include bullet points that address the question, “What’s in it for me?” • A good first impression is a necessity.
  49. 49. Acquisition
  50. 50. Acquisition • The natural churn rate of your in-house list will be 20-30% every year, even among loyal customers. Responsys, Best Practices Guide to Email Acquisition; www.responsys.com
  51. 51. Acquisition Summary of Best Practices: • Use prominent locations on home page and landing pages to sign people up. • Review the script of call center representatives on the phone. Work to create incentives to gain a caller’s email address. • Keep the opt-in process short and painless to complete. • Set expectations up front regarding type and frequency of email content.
  52. 52. Conclusion • Execute the basics well. • Small changes can make a significant difference. • Test - Measure - Change
  53. 53. Resources • MarketingSherpa.com • MarketingExperiments.com • Lyris.com • Responsys.com • Futurenowinc.com • Convio.com
  54. 54. Brad Davies Director of Web Services Contact me at: Brad@dunhamandcompany.com

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