Got Email, Now What
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This document discusses how to use data to improve email engagement. It recommends using four key types of data - email interaction data, web interaction data, giving history, and demographics - to personalize email content. Personalized emails that send the right message to the right audience can increase unique open rates by 70%, click-through rates by 55%, revenue per email by 300%, and conversion rates by 225%. The document also discusses using data beyond emails, like on websites and donation forms, to continue personalizing the constituent experience.
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Got Email, Now What
- 1. 7/9/2014 Footer 1 YOU’VE GOT EMAIL. NOW WHAT?
- 2. 7/9/2014 Footer 2 MEET YOUR PRESENTER Nancy Palo Senior Consultant, Donor Engagement Services @fundraising101 got email
- 3. 7/9/2014 Footer 3 SHARE AND ENGAGE WITH A VARIETY OF WIDGETS Slides Media Q&ASpeakers SurveyTwitter Resources Share ThisHelp
- 4. 7/9/2014 Footer 4 2013 ONLINE MARKETING BENCHMARK REPORT ~500 Non profits & affiliates 16.8MDonations 4.2 BEmails sent $1.12 BRevenue
- 5. 7/9/2014 Footer 5 To engage constituents and build your relationship in a more meaningful way through email. The Relationship of Data and Email: • The Data • The Message • Beyond the Message TODAY’S OBJECTIVE
- 6. 7/9/2014 Footer 6 “In today’s data centric world, there is no excuse for not using data to enhance your relationship with your constituents through email.” DATA AND EMAIL
- 7. 7/9/2014 Footer 7 Data-driven “triggered” email campaigns have been shown to achieve the following: + 70% increase in unique open rates + 55% increase in unique click-through rates + 300% increase in dollars per email delivered + 225% increase in conversion rate Data provided by Responsys SUCCESS OF USING DATA IN EMAIL
- 8. 7/9/2014 Footer 8 Savings.com strived for "one-to-one personalization," where each subscriber receives a unique email tailored to his or her preferences. Five months after launch, the targeted emails increased average engagement metrics across the company's more than 2 million subscribers: • Open Rate: 14% increase • Click through Rate: 88% increase • Revenue Per-thousand Impressions (RPM): 147% increase CASE STUDY
- 9. 7/9/2014 Footer 9 THE DATA
- 10. 7/9/2014 Footer 10 FOUR KEY TYPES OF DATA TO USE FOR EMAIL Email Interaction Web Interaction Giving History Demographics
- 11. 7/9/2014 Footer 11 Basic email interaction data shows where the constituent has clicked within the email, open rates, opened links, clicks, conversions, and related metrics. EMAIL INTERACTION
- 12. 7/9/2014 Footer 12 Access to a constituent’s web interaction data can help non-profits gain an in-depth understanding of how the constituent is browsing a website. WEB INTERACTION
- 13. 7/9/2014 Footer 13 Past giving history can be a valuable predictor of your constituent’s response. By looking at what the donor has given in the past, email campaigns can be customized to suggest a personalized next step. GIVING HISTORY
- 14. 7/9/2014 Footer 14 Demographics like, age and gender, may not be as reliable as the users most recent email or web interactions, but is still valuable in baseline targeting. DEMOGRAPHICS
- 15. 7/9/2014 Footer 15 THE MESSAGE
- 16. 7/9/2014 Footer 16 USE DATA TO IMPROVE TARGETING, RELEVANCE, AND PERFORMANCE OF EMAIL. 1. Send the right email to the right audience 2. Customize the message for the audience 3. Personalize the content 4. Watch your email results improve
- 17. 7/9/2014 Footer 17 SEND THE RIGHT EMAIL TO THE RIGHT AUDIENCE
- 18. 7/9/2014 Footer 18 CUSTOMIZE THE MESSAGE FOR THE AUDIENCE Tell the story about your mission that your constituent wants to hear
- 19. 7/9/2014 Footer 19 PERSONALIZE THE CONTENT
- 20. 7/9/2014 Footer 20 Data-driven “triggered” email campaigns have been shown to achieve the following: + 70% increase in unique open rates + 55% increase in unique click-through rates + 300% increase in dollars per email delivered + 225% increase in conversion rate Data provided by Responsys SUCCESS OF USING DATA IN EMAIL
- 21. 7/9/2014 Footer 21 BEYOND THE EMAIL MESSAGE
- 22. 7/9/2014 Footer 22 WEBSITE Continue to make it personal on your website
- 23. 7/9/2014 Footer 23 LINK DYNAMIC ASKS TO DYNAMIC DONATION FORMS • A Dynamic Ask should typically display as a question with an amount (like, Can you help us with a $10 donation?). Email DonationForm
- 24. 7/9/2014 Footer 24 MAKING EMAIL RESPONSIVE 57% of all emails were read on a mobile device during the 4th quarter of 2012
- 25. 7/9/2014 Footer 25 RESPONSIVE WEBSITE Last but least, a responsive website & donation form
- 26. 7/9/2014 Footer 26 QUESTIONS AND ANSWERS
Editor's Notes
- First, we’d like to go over a few ways you can learn more about us and the information we’ll be sharing, as well as how to actively participate in Q&A, and share information with friends and colleagues. The SPEAKERS widget allows you to put a face with the voice you’re hearing - you can view our presenter photos and titles The MEDIA PLAYER widget plays the audio/ video for your webcast (Flash stream). For archived events, this widget allows you to pause, fast-forward or rewind the webcast presentation The Q & A widget allows you to submit questions- at anytime- during live or on-demand webcasts. During our live session, we’ll review and answer relevant questions at the end of the session. Questions can also be answered in the on-demand viewing The SLIDES widget displays the PowerPoint slides that are presented to you during your webcast. The HELP widget provides resources and information (e.g., system requirements, frequently asked questions) to help you resolve problems that you may be experiencing during the webcast. The SHARE THIS widget allows you to share your webcast’s title, description and URL with your friends and colleagues on 17 popular social media sites. (Facebook, twitter, LinkedIn, etc) The RESOURCE LIST widget enables documents, presentation, URLs, podcasts and other content to be viewed during the presentation. This widget includes a URL link to the online marketing benchmark report The SURVEY widget allows you to answer pre-defined questions any time during the webcast. The TWITTER widget allows your attendees to view a Twitter feed and Tweet from within your webcast.
- This is the third in a three part webinar series related our to 2013 Benchmark Report. The report itself covers….. The purpose of the webinar series to help put the Benchmark into context and understand how the insights gained through it translate to an organization’s various fundraising activity. Today we’ll focus on what the data suggests about EOY fundraising.
- savvier marketers today are diving deeper into customer data to give their email-marketing campaigns more relevance, more precision in reaching the right people, and better predictability around buying decisions. What kind of impact can data actually bring to bear?
- The content and offers you choose for your email program have a direct impact on results. Yet how often do you go on "gut" instinct instead of on solid data? Is there a better way to choose what we send in our emails?
- For example, if the has given multiple small gifts in the past suggesting the become a sustainer is a natural next step.
- Talk about the importance of segmenting here
- It is time to graduate beyond personalizing the first name.
- savvier marketers today are diving deeper into customer data to give their email-marketing campaigns more relevance, more precision in reaching the right people, and better predictability around buying decisions. What kind of impact can data actually bring to bear?
- Responsive email design uses media queries to auto-adjust the layout, content and text size of an email depending on the screen size of the device. 20% in 2011