Shanelle Newton Clapham shares email marketing secrets. Get your emails opened and clicked on to increase revenue.

1. We’re on a mission to
give every donor a great online experience

2.  We love the Not-for-Profit sector
✔ We consult
✔ We educate
✔ We research

3. Delicious Digital
Email Marketing Secrets
Wellington 21st
June 2016

4. Nice to meet you
Shanelle Newton Clapham
Consultant with more than
12 years experience in
digital marketing & fundraising
Author: Attracting Donors Online

5. Imagine…
What you could achieve if
all your emails are opened . . . . .

6. What we’ll reveal
• How to get people to open your emails
• What email templates get the best results
• How to get people to give via email
• How to segment based on their behaviour
• Who in Fundraising is doing email well?

7. •
How to get people to
open your emails and click
How to get people to
open your emails and click

9. 1. Subject Lines
What to do
•3 words
•Be personal
•Be timely and useful
•First Letter
Capitalisation
•Localise
* Mailchimp research
What to avoid
• Free
• Help *
• Reminder *
• Percent Off *
• All CAPS
• #!$

10. 2. From name
• A person, not an organisation
• Someone with credibility
• Sign off/ Signature
Write in the first person

11. ✔
✔
✔
✗

12. 3. Linking
• Logo link to Homepage
• 1st
line link
• Call to actions
• Linking underscored
(brand guidelines can
differ)
• PS with link
• Clickable images/ alt text

13. •
What email templates get
the best results?
What email templates get
the best results?

14. Email templates & layout
✗

15. P.S. Save the Fairy Possum
• Preview pane
• Get straight to the point
• Minimal header
• Strong call to action
• P.S.
Solus eDMs

16. There is no right or wrong
(with newsletters)
✔ ✔ ✔

17. How to get people
to give via email
How to get people
to give via email

19. Email giving
• Make it relevant to the
donor’s life
• Make sure ask fits
criteria for giving
• One clear ask – what it’s
for and why
• Dual button Call to Action(s)
• Focus on the one, not the
many (case study)
• Every link goes to same
destination URL.

20. It’s all in the landing page

21. How to segment
based on their behaviour
How to segment
based on their behaviour

22. Data & segmentation

23. Who in Fundraising
is doing email well?
Who in Fundraising
is doing email well?

28. Questions?