Presentation by Holly Wagg at the 2014 LGBT Philanthropy Conference, Toronto, ON. This super speedy session will provide an overview of the ins and outs, both back and front end, of how to set up and manage email campaigns. Starting with the anatomy of an email, we’ll go from writing to coding, while sharing benchmarks and best practices. Then, we’ll hone in on a series of case studies to show how email can function effectively in a variety of organizations at all different stages of program sophistication and maturity.

1. Email Matters

2. Holly Wagg

3. If I can just add a
button I’m
confident that donations
will pour in!

4. LEarn

5. EmAil Matters
10-25%
41%
1/3

6. Single Touchpoint

7. Integrate
flickr@rob_fuel

8. Integrate

9. ESP to CRM
Net Community
Luminate

10. Lists

11. Front End

12. Front End

13. Dashboard

14. Benchmarks
12%
0.45%
0.18%

15. Metrics That Matter
15%
13%
0.07% – 0.16%
22%
$68 one-time; $21 monthly

16. Metrics That Matter

17. Analytics

18. Our goal

19. Who is this Email From?

20. When Should I send my email?

21. When Should I send my email?

22. When Should I send my email?

23. How Often

24. Types of Email

25. Open My email, pretty please!
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26. 4 ‘U’ of Subject Lines

27. Subject Line Examples
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28. Design Matters

29. Design Matters

30. Design Crimes
•
• many different fonts
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31. Tip! Alt Tags are Awesome

32. Copy Writing

33. Copy Writing

34. Copy Writing

35. Copy Writing

36. Before you hit Send

38. A/b Testing

39. Mobile-Optimized, not Friendly
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40. Mobile
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41. Welcome Series

42. Email and Direct Mail

43. Newsletter

44. Guest/Celebrity

45. StewardShip

46. Year-End Campaign

47. Year-End Emails

48. Campaigns

49. Monthly Giving

50. Matching Gifts

51. Special Events

52. Cross promotion

53. Thank you