Non-Profits can better use their email marketing lists by segmenting them into groups. This slide deck covers segmenting your lists into: Volunteers Sponsors Donors Membership Events Learn the basics of segmenting your lists and get more people to take action with your emails.

2. Tommy Hobin
Tommy Hobin is the Director of Digital
Strategy at DiscoverTec, a Jacksonville-based
digital agency. After receiving his Master’s
Degree in Internet Marketing in 2010, Tommy
teamed up with DiscoverTec to build an
Internet Marketing team to offer the complete
range of online services including SEO, PPC,
Email Marketing, Marketing Automation and
Analytics to local and international clients.
Director of Digital Strategy

3. Allison Driscoll
Allison Driscoll is a Senior Digital Marketer at
DiscoverTec, a Jacksonville-based digital
agency. After receiving her Advertising
Communications Degree in 2012, Ally joined
DiscoverTec as a founding member of the
Marketing team. On a daily basis, she develops
strategy for clients specializing in Marketing
Automation, Email Marketing, and Social
Media for local and international clients.
Senior Digital Marketer

4. DiscoverTec
Marketing
Design
Development
Hosting
Jacksonville-Based Web Agency

5. Email List Segmentation
Get Better Engagement through Tailored Email Marketing

6. Non-Profit Email Marketing Statistics
• MailChimp found that the average open rate for nonprofit email marketing is
25.96%, compared to the universal email open rate of 6%.
25% Email Open Rate

7. Non-Profit Email Marketing Statistics
• The average click through rate for non-profits is 3.05%. But Emails with social
sharing buttons increase click through rates by as much as 158%
Emails with Social Sharing Buttons: 158% Increased CTR

8. Non-Profit Email Marketing Statistics
• Chances are, your emails contain links back to your website, and if your readers
can’t get the information they’re looking for on your website, they’re bound to
stop looking. Ensure that your email is mobile optimized.
53% Email Opened on Mobile Devices

9. Non-Profit Email Marketing Statistics
• Personalized emails increase click through rates by an average of 14% and
conversion rates (an action such as a newsletter sign up or donation) by 10%.
Customization is Key

10. Customization = List Segmentation
What is List Segmentation?

11. List Segmentation
Volunteers

12. List Segmentation
Sponsors

13. List Segmentation
Donors

14. List Segmentation
Member Events

16. Tailor your Message
Subject Line
Photo
Email Voice
Call to Action (CTA)
Email Best Practices

17. Tailor your Message
Subject Line: [NAME] We need your help on May 23rd.
Photo: Smiling Volunteers from your Event
Email Voice: Fun Loving
Call to Action (CTA): I’m Ready to Help
TIP: Personalize the email with their name
Volunteers

18. Tailor your Message
Subject Line: Another Great Event from Us!
Photo: Event Photo(s)
Email Voice: Good Times
Call to Action (CTA): Get your Tickets
TIP: Emphasize the timeliness
Member Events

19. Tailor your Message
Subject Line: Sponsor the 2016 Northeast Ride
Photo: Sponsorship Proof
Email Voice: Hard Sell
Call to Action (CTA): Sponsorship Opportunities
TIP: Prove the value of the sponsorship
Sponsors

20. Tailor your Message
Subject Line: We’re Halfway There! Will you Help us Reach
our $10,000 Goal?
Photo: Donations taking place
Email Voice: Hard Sell
Call to Action (CTA): Click and Donate
TIP: Show the donations in action
Donations

21. Email Marketing Process
Make it easy on yourself
• Plan your segmented groups
• Cut list into segments
• Choose template email
• Script email content
• Choose photos
• Schedule email

22. Your Turn
• Audience
• Voice
• Subject Line
• Header
• Picture
• Call to Action (CTA)
Template for Email

23. Email Marketing Checklist
Make it a process. Make it easy.

24. Email List Segmentation
Questions