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Anatomy of Engaging Email Campaigns for Nonprofits

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From Blackbaud's 2011 conference, Michael Snusz offers examples of not for profit email campaigns and tips for increasing conversion rates.

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Anatomy of Engaging Email Campaigns for Nonprofits

  1. 1. Higher Conversions: The Anatomy of Engaging Email Campaigns PRESENTED BY MIKE SNUSZ TWITTER: @MIKESNUSZ #BBCON11/17/2011 1
  2. 2. ABOUT ME • 8 yrs working for or with nonprofits • Sr. Internet Marketing Consultant • Ride For Roswell: $330k to $1.2 million • Pro bono consulting for Compass • NetWitsThinkTank.com11/17/2011 2
  3. 3. YOUR INBOX: A CLUTTERED, COMPETITIVE PLACE11/17/2011 3
  4. 4. SESSION AGENDA • What nonprofits can learn from sophisticated retail email programs • How to deliver compelling email campaigns • How to start email testing tomorrow • Higher conversions: Campaign best practices11/17/2011 4
  5. 5. WHAT NONPROFITS CAN LEARN FROM SOPHISTICATED RETAIL EMAIL PROGRAMS11/17/2011 5
  6. 6. ABOUT RETAIL EMAIL PROGRAMS • Large budgets, staff, work with agencies • Sophisticated programs that provide value • Top programs: Most important value drivers - 71% - build in targeting capabilities* - 82% - test and measure everything* *2011 Gleanster survey on Email Marketing11/17/2011 6
  7. 7. PERSONALIZING YOUR EMAIL CAMPAIGN THEN NOW11/17/2011 7
  8. 8. CROCS11/17/2011 8
  9. 9. WHOLE FOODS11/17/2011 9
  10. 10. AMAZON11/17/2011 10
  11. 11. HOW CAN NONPROFITS DELIVER COMPELLING EMAIL CAMPAIGNS?11/17/2011 11
  12. 12. DELIVER TARGETED CONTENT • Click-through rates 2x as high first 30 days* • Open rates (7%) and click-through rates (80%) increased** • Provide value • Connection • Without relevant content, risk: - Level of engagement - Lack of attention - Decreased response - Weakened relationship *MarketingSherpa "Email Marketing Benchmark Guide 2008” **MailerMailer 2010 Email Marketing Metrics Report11/17/2011 12
  13. 13. SPCA ERIE COUNTY 2010 participants 2009 participants 2008 participants 2007 participants Campaign Emails Click-through rate Email #1 1.68% Email #2 1.98% Email #3 (personalized) 3.50%11/17/2011 13
  14. 14. RONALD MCDONALD HOUSE OF KC Past attendees Attended similar event Audience Click-through rate Past attendees 25.1% Attended similar event 14.6% Everyone else 8.6%11/17/2011 14
  15. 15. UDM ALUMNI NEWSLETTER School of Architecture Engineering Grads Audience Open rate School of Architecture 23.5% Engineering Grads 18.9% Non-Personalized 1st Paragraph 11.9%11/17/2011 15
  16. 16. TARGETED CONTENT CHECKLIST  Divide email list into segments  Discuss relevant content possibilities for segments  Prioritize top 3-5 segments  Content placement  Create and insert personalized content  Send email  Analyze results11/17/2011 16
  17. 17. FIND OUT INTERESTS www.KayYow.com11/17/2011 17
  18. 18. HIDDEN WAYS TO PERSONALIZE ANY EMAIL Cultivate • Thank recent donors • Tell how donations were used • Thank recent event attendees • Show photos • Thank recent volunteers Provide value • Deliver relevant content • Reminders (membership, event fees) • eReceipts • Pay pledges11/17/2011 18
  19. 19. HIDDEN WAYS TO PERSONALIZE ANY EMAIL Solicit • Funding need matches area of interest • Provide past gift info • Planned giving prospects Data Integrity • Missing information • Verify information11/17/2011 19
  20. 20. HOW TO START EMAIL TESTING TOMORROW11/17/2011 20
  21. 21. WHAT TO TEST?11/17/2011 21
  22. 22. TEST SUBJECT LINES • Great starting point Subject line Open rate Did you forget to do something? 25.7% Get the Fall season started on the right paw 15.4% Subject line Click-through rate Grab Your Red Shoes and Join Us at Hangar 10 5.45% Red Shoe Shindig Celebration of 30 Years Helping Families 1.75%11/17/2011 22
  23. 23. TEST TIME OF DAY • 6:00-7:00am (MailChimp) • 6:00-11:00am (MailerMailer) • 9:00am (Marketing Sherpa) • 9:00am (eROI) TEST DAY OF WEEK Best? Worst? • Monday (eROI) • Wednesday (eROI) • Mon/Sun (MailerMailer) • Tues/Wed (MailerMailer) • Thurs (AWeber)11/17/2011 23
  24. 24. TEST CONTENT • Headline • Positive vs. Negative • Reward • Images/caption • Video screen shot • Signature • PS • Landing page11/17/2011 24
  25. 25. TEST CALL TO ACTION • The largest difference between high and low performing email programs was in email click-through rates* • Where • Language • Images vs. Styled text • What color • Incentive *2010 eNonprofit Benchmarks Study, NTEN & M+R11/17/2011 25
  26. 26. HOW TO TEST? • Start simple • Send 2 tests: Each to ~10% • Wait 1-2 days • Review metrics & check statistical significance eMarketingDynamics.com • Send “winning” message to 80% • Repeat, Repeat, Repeat11/17/2011 26
  27. 27. HIGHER CONVERSIONS: CAMPAIGN BEST PRACTICES11/17/2011 27
  28. 28. PLAN YOUR EMAIL CAMPAIGN • Start earlier! • Identify specific goal(s) and date(s) • Discuss segments & relevant content • Test? • Incentives? • Channels: Offline? Social media? • Review email internally • Send & review metrics11/17/2011 28
  29. 29. SUBJECT LINES • Pique curiosity & generate intrigue Not Intriguing Intriguing Help Maine wildlife 5 things you can do right now for Maine wildlife April 2010 Alumni eNewsletter Newsletter: Who’s coming to Homecoming and more • Front-load first 30 characters • Check spam folder11/17/2011 29
  30. 30. AVOID LARGE OR MANY IMAGES11/17/2011 30
  31. 31. SUMMARIZE PURPOSE IN HEADER IMAGE’S ALT TEXT11/17/2011 31
  32. 32. CALLS TO ACTION • Answer What + Why + Where (or When) Not Compelling Compelling Speak up now Speak up now to stop the bloodshed in Syria Donate now Donate now to feed those starving in Somalia Register Register to ride in honor of cancer patients • Instead of images, use table cells with background color • Include it early, then again • Track where clicks occur (www.nonprofit.org/donate#intro)11/17/2011 32
  33. 33. USES INCENTIVES TO PROVIDE VALUE • Gift doubled • Drawing • Tax-deductible • Send an eCard • Recognition • Purchase a specific item (Wish List)11/17/2011 33
  34. 34. SCANNABLE CONTENT11/17/2011 34
  35. 35. AVOID NONPROFIT JARGON Support the annual campaign Support those who are homeless this holiday season Email not displaying? View it in your browser. Can’t see images? Find them here. Make a tribute gift Make a gift in honor or memory of someone you love Opt out Remove me from future emails11/17/2011 35
  36. 36. CREATE A WEB-BASED VERSION11/17/2011 36
  37. 37. ASK FOR A SPECIFIC NEED11/17/2011 37
  38. 38. CREATE A COMPELLING LANDING PAGE11/17/2011 38
  39. 39. SEND A FOLLOW-UP EMAIL • Identify who • Did not open? • Did not click-through? • Did not respond? • Use an alternate approach 2011 eNonprofit Benchmarks Study11/17/2011 39
  40. 40. ADDITIONAL CAMPAIGN TIPS • Survey recipients • Screen shots of video: 2-3x higher clicks* • Say thank you!11/17/2011 40
  41. 41. IMPACT TIPS • If you’re not personalizing every email, you’re missing an opportunity for better results • Use email testing to validate assumptions and allow you to make data-driven decisions • Become mobile-friendly by simplifying email11/17/2011 41
  42. 42. #BBCON TWEET TAKE-AWAY: Personalizing content and testing messages are keys to better #nonprofit email results #BBCON11/17/2011 42

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