Charitycomms Communications on a shoestringEmail for small charities: building, segmenting and targeting your lists TOP TIPS Subject Line Subject line is the last thing you write in an email. You can even organise a best subject line competition within the office!Use testing to learn what works best, but use the result when it makes sense to use them, i.e. don’t over-do it Think mobile The proportion of mobile openers is sky-rocketing. Find out what devices your audiences useRe-create your email template to be mobile optimised – your email service provider should be able to help you with this Segmentation Target people with messages that will be relevant to them judging by their recent online behaviour – you are likely to see better results Silos are totally not cool Think about the supporters. What proposition makes sense to give them next based on what they’ve received from you before. Supporters just see Save the Children – not various departments within the organisation. Integrate as much as possible. Test, Test, Test We’re lucky to have one of the most traceable marketing channels (probably one of the reasons email consistently delivers the best ROI). Why waste it? You can test what impacts on opens, then clicks, then conversions to donations/actions Make sign-up easy and legal Make email sign-up easy – why ask for full postal address? Make sure that your Data protection statement is generic – do not ask people to sign up to your specific emails as you won’t be able to segment by subscriber behaviour.
Email for small charities: building, segmenting and targeting your lists
Communicationson a Shoestring Conference 27 June, 2012, London #shoestringcomms
Email for small charities Branislava Milosevic Head of Digital Save the Children @bubana
Email communications Email is still the main quality source of income and traffic to websites And no, Facebook didn’t kill the email star (yet)
Email planning considerations (How) are you collecting emails? Segmentation - how best can you segment emails? Objective and related KPIs Response options – donation, action, tweet? Testing with purpose - what tests might best inform your future activity? Integration - how does your email fit with other communications? Frequency of email How well are you managing deliverability?
Email top tipsSubject LineThink mobilePersonalisationSilos are totally not coolTest, Test, TestMake sign-up easy and legal
Email planning considerations Divide into groups Choose an email to plan ◦ Segmentation - Who are you sending it to? ◦ Call to action (CTA) What do you want them to do? ◦ What content do you need/will you send? ◦ Can you do any useful testing? ◦ How will you evaluate the success?