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Nonprofit Email Engagement

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Shana Masterson
Shana Masterson

RI 501 Tech Club, Breakfast With The Expert session. August 11, 2011. An introduction to email marketing for small nonprofits.

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Email Engagement Best Practices for Nonprofits
Shana Masterson
Email Marketing puts the focus on your organization. Email Engagement puts the focus on your constituents.
 
Some popular ESPs
Grow Your Email List ,[object Object],[object Object],[object Object],[object Object]
If CONTENT is KING , then AUDIENCE is HIGH OVERLORD of Email Engagement. ,[object Object],[object Object]
Audience Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Email Consumption Stages Sender Name/Email Subject Line Preview Pane Above The Fold Entire Email Click-Through/Action Open
Sender Name/Email ,[object Object],[object Object],[object Object],[object Object]
Subject Line ,[object Object],[object Object],[object Object],[object Object],[object Object]
Preview Pane/ Above the Fold ,[object Object],[object Object],[object Object],[object Object]
Confessions of an Email Skimmer ,[object Object],[object Object],[object Object],[object Object]
This is not your Annual Report! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Calls to Action ,[object Object],[object Object],[object Object],[object Object]
Improve as you go ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],http://www.campaignmonitor.com/stats/email-clients/
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Some Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DISCUSSION ,[object Object],[object Object],[object Object]

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Nonprofit Email Engagement

Editor's Notes

  1. Engagement tool. Not your mail newsletter attached as a pdf or copied into email form.
  2. Looking terrible in other email clients, you getting all the bouncebacks, not being able to track open, click through, conversion or action rate. You have no idea if anyone is opening your email or what they are doing with it. You are probably breaking the law (CAN-SPAM). Over time you could be blacklisted
  3. Think of the way you go through your email box