This is an email marketing cource

1. EMAIL Marketing
Muhammad Sufyan

2. Anatomy of
a Email
1. Targeted recipient
2. Recognizable Sender (better if
it’s from an actual person)
3. Clear and compelling subject
line (under 50 characters)
4. Branded email
5. Valuable content
6. Clear call-to-action
7. Company info & unsubscribe
links/email preference
Subject: Experience the Works of Manet
From: Susan Curator, Square Gallery
To: John Doe, Art College
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3. Do people read my emails?
Open
Rate =
# of people who open your email
# of people you sent it to
Click
Through
Rate =
# of people who click on a
# of people you sent it to
Bounce Rate
=
# of emails that can’t be delivered
# of people you sent it to
Unsubscribe
Rate =
# of emails that can’t be deliver
# of people you sent it to

4. How do I get people to read my
emails?
1. Subject Line
 Keep it short
 Share what’s inside
2. Relationship
 What value have you provided in
the past?
 How engaged are you?
Also consider:
 Time & day
 Weekday vs weekend?
 Early morning, lunch, after
work, evening?
 Volume of email
 How much email do you
send?
 List cleanup
 Get rid of old subscribers
who aren’t engaged

5. EMAIL MARKETING SYSTEMS

6. What’s an Email Marketing System?
Email marketing systems are web-
based services that are designed to
send mass emails:
 Approved bulk mailers
 Follow professional and legal
mailing practices
 Provides listing hosting and
subscription management
 User-friendly and typically requires
little to no technical skill
 Detailed reporting & feedback

7. “But can’t I just use
Outlook/Hotmail/Gmail?”
Your standard email account (e.g.,
Outlook, Gmail, Hotmail, Yahoo etc.)
is not designed for email marketing
 No authentication = easily get
blacklisted or identified as spam
 Can’t track clicks or opens
 No automatic bounce removal
 No control over unsubscribing
 No personalization
 Poor HTML
THIS IS
YOUR
NEWSLET
TER
SENT VIA
OUTLOOK

8. Choosing an Email Management System
Factors to Consider:
 Ease of use
 Availability of templates / ability to
create your own templates
 Pricing (Per email? Per subscriber?)
 Ability to segment your lists

9. Optimize Your Emails for Mobile
 48% of emails are opened
on mobile devices
(smartphone & tablet)
 If your email doesn’t look
good, it will likely get
deleted or ignored
 Use a pre-built responsive
template or make your
template responsive

10. List Segmentation
1. Consider what information you
have about your subscribers
 Location (postal code)
 Past performances attended
 Past behaviour (opened/clicked
previous emails)
2. Segment your list based on the
information
3. Customize your email for each
segment

11. Track website visits
1. Name the campaign and segment
2. Create “URL Builder” links for each combination of
campaign/segment
 https://support.google.com/analytics/answer/1033867?hl=en
3. Use “URL Builder” links for all links to your website in the email
 Note: some email management systems do this automatically!
4. Check Google Analytics to see how many visits came from each
campaign

12. A/B Testing
1. Decide which to test & create 2 options
 Subject line
 “From” name
 Email content – design, call to action, text
2. Send each option to a small portion of
your list
 5-15%
3. See which is more successful & send to the
rest of your list!

13. The five W’s of Email Marketing

14. 1. Who should I email?
• It might be tempting to answer this question with
“Everyone on my list!” But if you want to improve donor
retention and develop more meaningful donor
engagement, you have to deliver the right message to the
right person. When you create one message for your entire
email list, you will be irrelevant to the majority of them.
• Email marketing is one of the most effective channels
for communicating with different audiences.
• Rather than sending one broad message to your entire
email list, you have the ability to segment your audience
into different email lists and create email campaigns that
are specific to them.

15. • Here are some segment ideas to get you started
on your own list:
• Blog subscribers who have never donated before
• Re-engagement campaign — speak directly to
those who’ve impacted your nonprofit in the past
• Brand Awareness/ Community Engagement
• Monthly recurring donors
• Social media power users
• Corporate sponsors
• Volunteers

16. 2. What should I email?
• It’ll be much easier to answer this question once
you’ve segmented your email list. Each segment
of donors or fundraisers should get content
tailored for them. This means that first time
donors might receive educational material on
your cause, while recurring donors get more
detailed impact reports.
• Think about the message from your supporters’
perspective. Given your relationship with an
organization, what kind of information or
appreciation would you expect from them?

17. 3. Where should I send my readers?
• Of course you want your email’s content to be
engaging to your readers, but they should also
receive clear direction as to what to do next.
• If the email is only going out to your newsletter
subscribers, the main call-to-action (CTA) might
link out to a blog post.
• On the other hand, if you’re running a recurring
donations campaign, link out to the campaign
micro site or branded donation form.
• Make sure to connect what you’re emailing to
what readers find on the other side of the CTA.

18. 4. When should I send email?
• In some cases, the best day to send email is on the
weekend, while in others it might be a Monday or Tuesday.
As yourself who your audience is and what their primary
behaviors might be and start experimenting. By looking at
your reports, you’ll eventually be able to determine what
days and times receive the best open and click-through
rates.
• Note that the peak times for open rates can be different
than primetime for click-through rates. Therefore, you
might want to choose the send day and time based on the
goal of your email. For example, send an email with a CTA
to donate during the final push of your fundraising
campaign on the day and time you’ve observed higher click
through rates.

19. 5. Why should I send email?
• This might be one of the most important
questions you ask yourself before sending an
email or starting a campaign.
• Remember, the most effective marketers
reach the right people, at the right time, with
a relevant message. Create specific goals, by
segment, for your email campaigns and the
content you deliver to supporters will be much
more compelling.

20. • Here are some examples of how you can use
the five W’s in your email marketing plan:

21. • Who? First time donors
• What? An educational infographic that reminds
them how important their donation has been to
solving a problem in your cause sector.
• Where? Send email recipients to a blog post or a
video that elaborates on the information in the
infographic.
• When? Within a week of their donation.
• Why? Demonstrate a donors’ value to your
mission and motivate them to reengage with your
organization.

22. • Who? Donors who have supported your organization
multiple times
• What? An exclusive invite to be the first to join your
brand new recurring donors program.
• Where? To your unique recurring donations program
page or form.
• When? During the soft launch of a recurring donations
campaign or during your year-end campaign.
• Why? Make dedicated donors feel appreciated so they
become a pillar of sustained support for your
organization.

23. • Who? One-time donors
• What? A celebratory thank-you message with a
soft ask to donate again
• Where? Send them to a unique donation form
that speaks to this segment. Maybe the headline
of the form is, “Congratulations! You’re about to
renew your impact!”
• When? On the one-year anniversary of their first
donation
• Why? Increase donor retention through
celebration and positive reinforcement.