Open, Click, Convert - Improve your email marketing with data

© COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
Jon D’Angelo, Abila
Vivian Swertinski, Informz
OPEN, CLICK, CONVERT
IMPROVE YOUR
EMAIL MARKETING
WITH DATA

2 © COPYRIGHT ALL RIGHTS RESERVED 2015 ABILA
LOGISTICS
 Audio is available through
your computer or by calling
(855) 246-3152,
Access Code 88696713.
 Q&A is through the chat box.
 The recording and slides will
be emailed to you tomorrow

MEET THE PRESENTER
Vivian Swertinski
Sr. Digital Marketing Strategist, Informz

AGENDA
Review key metrics from
2015 Association Email
Marketing Benchmark
Report.
Share real marketing
examples of what has worked
for other organizations.
New idea or tactic to employ
into your email marketing
programs.

• 5th consecutive year produced
• Over 1,300 Associations and Nonprofits
• 12 months of data
• Over 1 billion emails
• US, Australia, New Zealand, Canada, UK

YEAR OVER YEAR TRENDS

EMAIL OPEN DURATION

How to get more
OPENS, CLICKS, CONVERTS

A WINNING COMBINATION….
Friendly From
Subject Line
Time of day
Pre-header Text

TESTING IS THE KEY TO SUCCESS!

MONTHLY NEWSLETTER TEST
 Organization’s Name
 Individual’s Name

Version A Version B
From: Girl Scouts of Connecticut
News from our CEO
From: Mary Barneby
News from our CEO

Version A Version B
From: Girl Scouts of Connecticut From: Mary Barneby

Version A Version B
21% 36%

NEW CAMPAIGN – STRATEGIC PLAN

 Friendly From Name (Organization or Individual’s Name)
 Subject Line: First Name Personalization
 Subject Line: Play on Words
 Content longer vs shorter
WIN BACK CAMPAIGN

Version A Version B
Chris, 2 Steps and You’re Back! Sign up for class today!

Version A Version B
Sign up for class todayChris, 2 Steps and You’re Back!

Version A Version B
Sign up for class today
28% 24%
Chris, 2 Steps and You’re Back!

Version A Version B
Chris, 2 Steps and You’re Back! Chris, 2 Steps and You’re In!
SUBJECT LINE CHALLENGE

Version A Version B
45% 41%

 Friendly From: Individual Name
 Personalization – First Name
 Play on Words – 2 Steps and You’re Back!
 Content – Longer was better
 Re-Target Non Openers
WIN BACK CAMPAIGN RESULTS

 Friendly From: Individual Name
 Personalization – First Name
 Play on Words – 2 Steps and You’re Back!
 Content – Longer was better
 Re-Target Non Openers
800+
Members
Renewed
WIN BACK CAMPAIGN RESULTS

SUCCESS IS IN YOUR DATABASE

WINNING COMBINATION

WINNING COMBINATION
29% Click Rate

MOBILE TRENDS

EMAIL CLIENT – KEY FINDINGS

MOBILE USAGE

MOBILE FRIENDLY
Desktop Display
Mobile Display

EMAIL VOLUME AND SEND TIME

“I am beginning to think we send way too many emails”
“How many emails a week should we send?”

GIVE ME CHOICES, NOT JUST GOODBYE
WHAT YOU NEED TO KNOW
Number of emails subscribers receive in a month
Impact on open rates
Impact on email unsubscribe rate

METRICS BY MONTHLY SENT VOLUME

KEY FINDINGS: DAY OF WEEK

PERSONALIZE THE DELIVERY OF YOUR EMAILS
Use Send Time Optimization Tool
Send based on individual
subscriber open history.

GIVE ME CHOICES, NOT JUST GOODBYE
SUBSCRIBE OR UNSUBSCRIBE

Q & A
Please type your question
into the chat box.
Contact Jon D’Angelo
Jon.Dangelo@abila.com
Contact Vivian Swertinski
Swertinski@informz.com
Slides and the recording
will be emailed to you tomorrow.
Abila provides software and services to
associations and nonprofit organizations and
governmental entities that help them:
improve decision making
execute with greater precision
increaseengagement
generatemorerevenue

THANK YOU

Open, Click, Convert - Improve your email marketing with data

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