Extending Your Reach with Email How non-profits can build community and awareness  using email marketing
Who are you? <ul><li>Do you have a marketing plan? </li></ul><ul><li>What are your organizational and marketing goals? </l...
Who is your audience? <ul><li>Defining your audiences </li></ul><ul><ul><li>Parents </li></ul></ul><ul><ul><li>Donors </li...
What are your  marketing goals? <ul><li>What do you want to achieve? </li></ul><ul><li>Email is only one piece of your ove...
Email campaign road map <ul><li>Start collecting email address </li></ul><ul><li>Develop goals and tactics </li></ul><ul><...
Collecting email addresses <ul><li>Collect email addresses at  every  opportunity to start building your list </li></ul><u...
Organizational goals <ul><li>Goals should align with orgs overall goals </li></ul><ul><li>Different ways email campaigns c...
Identify roles <ul><li>Who will be responsible for content </li></ul><ul><li>Who will be responsible for creating and send...
Develop a process <ul><li>Develop a workflow chart and a decision making process  </li></ul><ul><li>Write it down </li></ul>
Design a template <ul><li>Use a consistent template for your campaigns </li></ul><ul><li>Things you’ll need: </li></ul><ul...
Develop a delivery calendar <ul><li>When are you going to send your email campaigns and how often </li></ul><ul><ul><li>Al...
Composing emails and  Creating Content <ul><li>Creating trust </li></ul><ul><ul><li>Be consistent </li></ul></ul><ul><ul><...
Sending emails <ul><li>Set deadlines for content delivery </li></ul><ul><li>Stick with your delivery schedules and be cons...
Assess response and impact <ul><li>Listen to feedback  </li></ul><ul><li>Monitor utilities </li></ul><ul><ul><li>Open rate...
Build and grow your list <ul><li>Use the power of forwarding </li></ul><ul><li>Collect emails at every opportunity and get...
  Email campaign tracking sample     0  21.8% (41)  34.8%  (188)  0.4%  (3)  0 25.2%  (182)  722 Mar 06 2006 3/13/2006 0  ...
Tracking key sample Aggregate statistics for the last 3 months from all small businesses using Constant Contact. Compare w...
Best Practices <ul><li>Email sign-up </li></ul><ul><ul><li>Have a sign-up box on your Website </li></ul></ul><ul><ul><li>D...
Email sign-up <ul><li>Send a follow-up email in one week  </li></ul><ul><ul><li>Ask for more information and give the link...
Best practices for content <ul><li>Design for a clear messaging </li></ul><ul><ul><li>Know what you want user to learn and...
Best practices for design <ul><li>Always have a header with logo </li></ul><ul><li>Use pictures sparingly </li></ul><ul><l...
Back-up your lists into Excel <ul><li>Always keep two back-up copies of your lists </li></ul><ul><ul><li>One on the networ...
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Extending Your Reach with Email

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Why email plays such an important role in branding, fundraising, creating trust and driving traffic to your site.

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Extending Your Reach with Email

  1. 1. Extending Your Reach with Email How non-profits can build community and awareness using email marketing
  2. 2. Who are you? <ul><li>Do you have a marketing plan? </li></ul><ul><li>What are your organizational and marketing goals? </li></ul>
  3. 3. Who is your audience? <ul><li>Defining your audiences </li></ul><ul><ul><li>Parents </li></ul></ul><ul><ul><li>Donors </li></ul></ul><ul><ul><li>Students </li></ul></ul><ul><ul><li>Professionals </li></ul></ul>
  4. 4. What are your marketing goals? <ul><li>What do you want to achieve? </li></ul><ul><li>Email is only one piece of your overall marketing plan </li></ul><ul><ul><li>Strategy, Technology, Processes </li></ul></ul>
  5. 5. Email campaign road map <ul><li>Start collecting email address </li></ul><ul><li>Develop goals and tactics </li></ul><ul><li>Identify roles </li></ul><ul><li>Develop a process </li></ul><ul><li>Design a template </li></ul><ul><li>Develop a delivery calendar </li></ul><ul><li>Compose and send emails </li></ul><ul><li>Assess response and impact </li></ul><ul><li>Build and grow your list </li></ul>
  6. 6. Collecting email addresses <ul><li>Collect email addresses at every opportunity to start building your list </li></ul><ul><ul><li>On intakes </li></ul></ul><ul><ul><li>At events </li></ul></ul><ul><ul><li>At workshops </li></ul></ul><ul><ul><li>On requests for donations </li></ul></ul><ul><ul><li>Keep a form at the front desk for sign-up </li></ul></ul><ul><ul><li>Have an email sign-up on your Website </li></ul></ul>
  7. 7. Organizational goals <ul><li>Goals should align with orgs overall goals </li></ul><ul><li>Different ways email campaigns can be used: </li></ul><ul><ul><li>Base building </li></ul></ul><ul><ul><li>Awareness raising </li></ul></ul><ul><ul><li>Fundraising </li></ul></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><li>Event mobilization </li></ul></ul><ul><ul><li>Volunteer engagement </li></ul></ul>
  8. 8. Identify roles <ul><li>Who will be responsible for content </li></ul><ul><li>Who will be responsible for creating and sending email </li></ul><ul><li>Who has final editing rights </li></ul><ul><li>Who will test emails before sending </li></ul>
  9. 9. Develop a process <ul><li>Develop a workflow chart and a decision making process </li></ul><ul><li>Write it down </li></ul>
  10. 10. Design a template <ul><li>Use a consistent template for your campaigns </li></ul><ul><li>Things you’ll need: </li></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Header or banner </li></ul></ul><ul><ul><li>A simple layout </li></ul></ul><ul><ul><li>Content, content, content </li></ul></ul>
  11. 11. Develop a delivery calendar <ul><li>When are you going to send your email campaigns and how often </li></ul><ul><ul><li>Align with orgs campaign goals and objectives </li></ul></ul><ul><li>Plan ahead and decide what topics and actions your campaigns are going to focus on in the upcoming months </li></ul><ul><li>Decide how fundraising pitches can integrate into your campaign calendar </li></ul>
  12. 12. Composing emails and Creating Content <ul><li>Creating trust </li></ul><ul><ul><li>Be consistent </li></ul></ul><ul><ul><li>Create content using best practices </li></ul></ul><ul><ul><ul><li>Keep it short and sweet </li></ul></ul></ul><ul><ul><ul><li>Linking </li></ul></ul></ul><ul><ul><li>Develop a personality and build a rapport with supporters </li></ul></ul><ul><ul><li>Carefully consider content and “tone” </li></ul></ul>
  13. 13. Sending emails <ul><li>Set deadlines for content delivery </li></ul><ul><li>Stick with your delivery schedules and be consistent </li></ul><ul><li>Create expectation from supporters </li></ul><ul><li>Have process for sending an emergency alert </li></ul><ul><ul><li>Example MoveOn.org </li></ul></ul>
  14. 14. Assess response and impact <ul><li>Listen to feedback </li></ul><ul><li>Monitor utilities </li></ul><ul><ul><li>Open rates </li></ul></ul><ul><ul><li>Click through rates </li></ul></ul><ul><ul><li>Unsubscribe/subscribe rates </li></ul></ul><ul><ul><li>What are supporters reading? </li></ul></ul>
  15. 15. Build and grow your list <ul><li>Use the power of forwarding </li></ul><ul><li>Collect emails at every opportunity and get them entered right away </li></ul><ul><ul><li>“How would you like to be contacted?” </li></ul></ul><ul><li>Examine ways to grow your list </li></ul><ul><ul><li>Are there agencies that you can partner with on joint campaigns? </li></ul></ul>
  16. 16.   Email campaign tracking sample     0 21.8% (41) 34.8% (188) 0.4% (3) 0 25.2% (182) 722 Mar 06 2006 3/13/2006 0 35.6% (68) 31.9% (191) 0.3% (2) * 1 * 10.6% (71) 669 Apr 07 2006 4/8/2006 0 23.5% (43) 30.2% (183) 0.4% (3) * 2 * 11.7% (80) 686 May2006 5/10/2006 0 27.4% (49) 26.1% (179) 0.5% (4) * 2 * 14.0% (112) 799 June2006 6/13/2006 Forwards Clicks Opens Opt- outs Spam Reports Bounces Sent Campaign name Date Sent 3.3% 8.9% 37.0% 18.3% --- Compare with other sites 0 28.9% (160) 29.2% (553) 12.2% (263) 2154 Last 3 months  0 27.1% (201) 30.5% (741) 15.5% (445) 2876 Overall    Forwards    Clicks    Opens    Bounces    Sent   
  17. 17. Tracking key sample Aggregate statistics for the last 3 months from all small businesses using Constant Contact. Compare with other sites  Totals for the last three months. Last 3 months  Totals since using Constant Contact. Overall  Number of forwarded emails divided by the number opened. Forward Email to a Friend percent  Number of times the campaign was forwarded using the Forward Email to a Friend link. Forwards  Number of click-throughs divided by the number opened. Click-through percent  Subscribers who clicked from an email to your website. Clicks  Number of opened emails divided by the number sent. Opened percent  Trackable emails your subscribers received and viewed. Opens  Number of opt-outs divided by the number sent. Opt-out percent  Subscribers who permanently removed themselves from your subscriber list. Opt-outs  Number of complaints received from an email campaign. Spam Reports  Number of bounced emails divided by the number sent. Bounced percent  Emails sent, but not received by your subscribers. Bounces  The total emails sent by an email campaign including bounced emails. Sent 
  18. 18. Best Practices <ul><li>Email sign-up </li></ul><ul><ul><li>Have a sign-up box on your Website </li></ul></ul><ul><ul><li>Do not require too much information from your supporters </li></ul></ul><ul><ul><ul><li>Don’t require user to fill out a complex form </li></ul></ul></ul><ul><ul><li>Collect zip code whenever possible </li></ul></ul><ul><ul><ul><li>Good for event organizing </li></ul></ul></ul>
  19. 19. Email sign-up <ul><li>Send a follow-up email in one week </li></ul><ul><ul><li>Ask for more information and give the link to update their profiles </li></ul></ul><ul><ul><li>Welcome and thank new subscribers </li></ul></ul><ul><ul><li>Give directions for unsubscribing </li></ul></ul><ul><ul><li>Set expectations about the content and frequency of messages </li></ul></ul><ul><ul><li>Tell them about the organization </li></ul></ul><ul><ul><li>Be serious about privacy </li></ul></ul><ul><ul><ul><li>NEVER swap lists </li></ul></ul></ul>
  20. 20. Best practices for content <ul><li>Design for a clear messaging </li></ul><ul><ul><li>Know what you want user to learn and do </li></ul></ul><ul><li>Keep tone casual and personal </li></ul><ul><li>Learn the art of “ask” </li></ul><ul><ul><li>What actions do you want the user to take? </li></ul></ul><ul><ul><li>Make it easy to see </li></ul></ul><ul><ul><li>Repeat several times </li></ul></ul><ul><li>Design for scanning </li></ul><ul><ul><li>Subject line is critical </li></ul></ul><ul><ul><li>Drive the user to your site for more information </li></ul></ul>
  21. 21. Best practices for design <ul><li>Always have a header with logo </li></ul><ul><li>Use pictures sparingly </li></ul><ul><li>Be mindful of using all caps </li></ul><ul><li>Always include the option to receive an all text email </li></ul><ul><ul><li>Will always contain full URL in text only emails (keep them short) </li></ul></ul><ul><li>Footer </li></ul><ul><ul><li>Contains all subscribe/unsubscribe and contact information </li></ul></ul><ul><li>Columns and sidebars </li></ul><ul><ul><li>Best used to pull out “the ask” </li></ul></ul>
  22. 22. Back-up your lists into Excel <ul><li>Always keep two back-up copies of your lists </li></ul><ul><ul><li>One on the network or local drive (if no network) </li></ul></ul><ul><ul><li>One on a CD, off site if possible </li></ul></ul><ul><ul><ul><li>Fire </li></ul></ul></ul><ul><ul><ul><li>Theft, etc. </li></ul></ul></ul>

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