Rhiannan Sullivan, UK director, Care2 Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Emailing smarter
digital communication trends 2016

2. Agenda
- Context
- ROI
- 2016 predictions
- Tactics for charities in 2016
- Summary and tips for 2016

3. Context
• We check email up to 15 times a day*
• We spend more time each morning checking emails and using
the internet (51 per cent) than eating breakfast (18 per cent)
or taking care of our appearance (32 per cent)
• 4.3bn email users, up from 3.9bn – that’s more than double
all Facebook and Twitter users, combined**
*DMA Email Tracking Report, Nov 2015
** Radicati, Email Statistics Report, 2015-2019

4. ROI*
Email ROI has jumped 53% in a year, delivering £38
for every pound spent. Delivery rates, conversion
rates, open and click-through rates have all increased
77% of ROI comes from segmented, targeted, and
triggered campaigns
* DMA national client email survey and report 2014 and 2015

5. Predictions
Econsultancy asked this question to email marketers:
“What do you think the single biggest change to email
marketing will be, when looking ahead 5 years?”

8. Think of email as a ‘digital passport’
Without an email address, the ability to build
a profile of a customer or ‘supporter’ is
incredibly difficult

9. Charities
Non-profits spend least time on email optimisation,
email strategy and email reporting
Almost 8 in 10 spend under 2 hours on strategy and
over 9 in 10 spend less than 2 hours on optimisation
Campaigns risk underperforming
Source DMA 2015 report

10. Tactics
Segment and target
• Segmented and targeted emails generate 58% of all revenue.
• Just 14% of revenue was generated by emails with the same message for all
recipients.
• 86% of revenue came from campaigns that used advanced tactics
• Automated emails, or emails triggered by customer behaviour, accounted for
£3 of every £10 in email marketing revenue, up from 19% in 2012.

11. Tactics
Segment!
Just 3% of marketers do not segment at all.
A charity programme for email also needs to include automated
segmentation (e.g. ability to send more segments to small micro
groups etc)

12. Tactics
Send more email
• Just 19% of marketers send one or fewer
messages a month, compared to 26% last
year.

13. Tactics
Grow your list
Grow your list from online, permission based,
communities
According to the National Client Email report 38%
of opt ins are encouraged by ‘brand trust’

14. Tactics
More than 50% of email opens
are using a smartphone*
Brands have so far been slow to
react and provide that seamless
multichannel experience.
*Communicator Benchmarking report,
Vol 1 2015

15. 2016 predictions
- Real-time personalisation
- Bringing the email experience closer to a website or an app
experience
- Email will take centre stage in 2016 - For every $1 spent on email
marketing, you get $44.25 back (DMA, 2015). That’s the highest
ROI of all digital channels.
- Data protection
Word on the street, email has got its sexy back in 2016!

16. My tips for 2016
- Grow your list
-
- Email coding is not needed
- Permission-based spam laws will become stricter
- A growing struggle for inbox attention

17. • Segment
• Automate - powerful for fundraising.
• Go multi channel

18. Thank you!
rhiannansullivan@care2team.com
07980 714 433

19. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

20. Seminar
28 January 2016
London
#charitydigital
Digital communications
trends for 2016 and
beyond
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