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5 Ways to Boost Email Engagement Through Personalization with Megan McCaffery


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Lightning Talk from 2019's The Digital Nonprofit conference.

Published in: Marketing
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5 Ways to Boost Email Engagement Through Personalization with Megan McCaffery

  1. 1. 5 Ways to Boost Email Engagement Through Personalization Frontier Marketing Company | Megan McCaffery @frontiermarketingco | @playfightdesign | @playfightdesign
  2. 2. 1. Copy Content is king, and great personalized content should feel like a letter from a friend. ➔ *|FNAME|* Increases open rates by 29% (marketingSherpa) ➔ Authenticity Use your real email and real signature ➔ Informal A donor should never question the meaning of a word in your emails. Pro-Tip A merge tag is only as good as your data.
  3. 3. 2. Metrics Master the art of the Bespoke Ask™ ➔ High Value Donors Donors who give more, don’t mind being asked for more (usually). ➔ Ask Formulas A good starting point for most donors is a 50% increase from their last donation
  4. 4. 3. Layout Less is more, except when more is more. ➔ Plain text/Stripped Down Make it look like an email from a friend. ➔ Donor specific design For a different approach to personalization, illustrate their impact with graphics and stats!
  5. 5. 4. Segments Good data is your best friend. Some segments to consider: ➔ High Value Donors One donation can make or break a term ➔ Volunteers 92% of volunteers will make a donation the same year (statscan) ➔ Campaign Specific donors ➔ Lapsed/LYBUNTY Donors Last Year But Unfortunately Not This Year
  6. 6. Hi Harold, I wanted to personally thank you for your support during our camp fundraiser last year. Your continued support over the past 3 years has given low income families summer memories for years to come. We still haven’t raised the $50,000 needed to run camp again in 2019, but we are close. Would you consider giving a gift of $1000 this year to ensure camp can continue for years to come? Regards, -Ted
  7. 7. 5. Email Clients At least 50% of users view their emails on a mobile device. ➔ Mobile Devices Used primarily by those aged 14-34 ➔ Outlook/Desktop Declining usage year over year since 2014 ➔ Gmail/Web app At least 30% of emails are read in a web app How Charities Compare
  8. 8. Thank You! For more great tip and tricks check out: Frontier Marketing Company Really Good Emails NextAfter Frontier Marketing Company | Megan McCaffery @frontiermarketingco | @playfightdesign | @playfightdesign