UT Annual Giving Brown Bag - Everything Email

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The document provides information about email best practices and UT's email marketing strategies. It discusses keeping emails mobile friendly, branding, segmentation, testing subject lines and content. It also includes examples of email solicitations and newsletters, and provides UT Annual Giving email statistics and contact information for Annual Giving and Web Infrastructure Team services.

Everything E-Mail!

Welcome to the Brown Bag Luncheon!

Grab a handout, take a seat, and feel free to munch
during the talk.

Desserts and drinks are available at the front.

We will begin shortly!

bianca@austin.utexas.edu June 2012

Everything E-Mail!

What’s New in Annual Giving?

• We are taking more of a multi-channel approach
starting September
• More emails will be sent by Annual Giving
• Schedules and plans will be sent in August
• And remember – email services from Annual Giving is
always free!

bianca@austin.utexas.edu June 2012

Everything E-Mail!

General Best Practices

• Keep it mobile friendly – mobile readership has
tripled since 2009*
• Make the From recognizable and consistent
• Branding shows professionalism and legitimacy
• Beware oversaturation
• Segment and target your audience
• Track performance to see what works and what
doesn’t
• Test, test, test!
Source: Informz whitepaper, 2012

bianca@austin.utexas.edu June 2012

Everything E-Mail!

UT’s E-Mail Clients

16%
Yahoo
39% Gmail
15% Hotmail
mail.utexas.edu
AOL
12% Other
8%
10%

Source: VIP 2011

bianca@austin.utexas.edu June 2012

Everything E-Mail!

iModules

• E-mail software for the university
• Syncs with VIP for e-mail addresses
• Events and Communities
• Development Office can create design, lists (queries)
• Support: imodules-email-support@utlists.utexas.edu

bianca@austin.utexas.edu June 2012

Everything E-Mail!

Subject Lines

• Be clear about the contents of the e-mail
• Keep under 30 characters for mobile
• Customize by audience (parents, donors, alumni)
• Avoid keywords which look like spam
• Use dates to drive urgency
• Test, test, test!
Newsletter: July/August 2012
A special centennial takes bloom

bianca@austin.utexas.edu June 2012

Everything E-Mail!

Content

• Clear call to action
• Personalize when possible, but know the limits of the
system
• Important information should be above the fold
• Space links for taps as well as clicks
• Make links descriptive (“fueling bodies, funding
minds” vs. “click here”)
• Short, narrow, and sweet!

bianca@austin.utexas.edu June 2012

Everything E-Mail!

Why a Solicitation?

• Fundraising for one particular cause
• Clear timeframe to reach goal
• Specific, targeted audience
• Small dollar goal

bianca@austin.utexas.edu June 2012

Everything E-Mail!

McDonald Observatory End of Year Solicitation

bianca@austin.utexas.edu June 2012

Everything E-Mail!

Why a Newsletter?

• “Don’t just ask me for money!”
• Shares information about what’s current in your area
• Makes solicitations not look like they are out of the
blue
• Links to articles on your website, increasing traffic
• Link tracking self-identifies your audience’s interests
• Soft ask can result in a few gifts

bianca@austin.utexas.edu June 2012

Everything E-Mail!

School of Nursing Semester Newsletter

bianca@austin.utexas.edu June 2012

Everything E-Mail!

bianca@austin.utexas.edu June 2012

Everything E-Mail!

Gift Buttons

• Give the opportunity to give!
• Link can be customized to your initiative on the online
giving page
• Placement depends on the type of e-mail

bianca@austin.utexas.edu June 2012

Everything E-Mail!

Footers

As part of CAN-SPAM, your footer MUST have:
• Mailing address (physical address preferable)
• Unsubscribe information

It’s good to include:
• Links to Contact and Privacy Policy
• Their e-mail address to know where it was sent
• Social media links

bianca@austin.utexas.edu June 2012

Everything E-Mail!

Annual Giving E-Mail Statistics (Fiscal Year to Date)

• E-mails sent: 998,457
• Average open rate: 20.48%
• Average click-through rate: 12.13%
• Unsubscribe rate: 0.21%

Comparison*:
• Average open rate: 23.4%
• Average click-through rate: 2.2%

Source: Convio Online Marketing Nonprofit Benchmark Index Study 2012

bianca@austin.utexas.edu June 2012

Everything E-Mail!

Annual Giving Services

• Design, content, custom data, send e-mails, reporting
• Solicitations, newsletters, information campaigns
• Contact: Tod Francis and Bianca Bickford

Web Infrastructure Team Services

• List building (queries), send e-mails, iModules support
and training
• Invitations and announcements
• Contact: Jeremy Cumbo and Ryan Beavers
bianca@austin.utexas.edu June 2012

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UT Annual Giving Brown Bag - Everything Email

1. Everything E-Mail! Welcome to the Brown Bag Luncheon! Grab a handout, take a seat, and feel free to munch during the talk. Desserts and drinks are available at the front. We will begin shortly! bianca@austin.utexas.edu June 2012

2. Everything E-Mail! What’s New in Annual Giving? • We are taking more of a multi-channel approach starting September • More emails will be sent by Annual Giving • Schedules and plans will be sent in August • And remember – email services from Annual Giving is always free! bianca@austin.utexas.edu June 2012

3. Everything E-Mail! General Best Practices • Keep it mobile friendly – mobile readership has tripled since 2009* • Make the From recognizable and consistent • Branding shows professionalism and legitimacy • Beware oversaturation • Segment and target your audience • Track performance to see what works and what doesn’t • Test, test, test! Source: Informz whitepaper, 2012 bianca@austin.utexas.edu June 2012

4. Everything E-Mail! UT’s E-Mail Clients 16% Yahoo 39% Gmail 15% Hotmail mail.utexas.edu AOL 12% Other 8% 10% Source: VIP 2011 bianca@austin.utexas.edu June 2012

5. Everything E-Mail! iModules • E-mail software for the university • Syncs with VIP for e-mail addresses • Events and Communities • Development Office can create design, lists (queries) • Support: imodules-email-support@utlists.utexas.edu bianca@austin.utexas.edu June 2012

6. Everything E-Mail! Subject Lines • Be clear about the contents of the e-mail • Keep under 30 characters for mobile • Customize by audience (parents, donors, alumni) • Avoid keywords which look like spam • Use dates to drive urgency • Test, test, test! Newsletter: July/August 2012 A special centennial takes bloom bianca@austin.utexas.edu June 2012

7. Everything E-Mail! Content • Clear call to action • Personalize when possible, but know the limits of the system • Important information should be above the fold • Space links for taps as well as clicks • Make links descriptive (“fueling bodies, funding minds” vs. “click here”) • Short, narrow, and sweet! bianca@austin.utexas.edu June 2012

8. Everything E-Mail! Why a Solicitation? • Fundraising for one particular cause • Clear timeframe to reach goal • Specific, targeted audience • Small dollar goal bianca@austin.utexas.edu June 2012

9. Everything E-Mail! McDonald Observatory End of Year Solicitation bianca@austin.utexas.edu June 2012

10. Everything E-Mail! Why a Newsletter? • “Don’t just ask me for money!” • Shares information about what’s current in your area • Makes solicitations not look like they are out of the blue • Links to articles on your website, increasing traffic • Link tracking self-identifies your audience’s interests • Soft ask can result in a few gifts bianca@austin.utexas.edu June 2012

11. Everything E-Mail! School of Nursing Semester Newsletter bianca@austin.utexas.edu June 2012

12. Everything E-Mail! bianca@austin.utexas.edu June 2012

13. Everything E-Mail! Gift Buttons • Give the opportunity to give! • Link can be customized to your initiative on the online giving page • Placement depends on the type of e-mail bianca@austin.utexas.edu June 2012

14. Everything E-Mail! Footers As part of CAN-SPAM, your footer MUST have: • Mailing address (physical address preferable) • Unsubscribe information It’s good to include: • Links to Contact and Privacy Policy • Their e-mail address to know where it was sent • Social media links bianca@austin.utexas.edu June 2012

15. Everything E-Mail! Annual Giving E-Mail Statistics (Fiscal Year to Date) • E-mails sent: 998,457 • Average open rate: 20.48% • Average click-through rate: 12.13% • Unsubscribe rate: 0.21% Comparison*: • Average open rate: 23.4% • Average click-through rate: 2.2% Source: Convio Online Marketing Nonprofit Benchmark Index Study 2012 bianca@austin.utexas.edu June 2012

16. Everything E-Mail! Annual Giving Services • Design, content, custom data, send e-mails, reporting • Solicitations, newsletters, information campaigns • Contact: Tod Francis and Bianca Bickford Web Infrastructure Team Services • List building (queries), send e-mails, iModules support and training • Invitations and announcements • Contact: Jeremy Cumbo and Ryan Beavers bianca@austin.utexas.edu June 2012

UT Annual Giving Brown Bag - Everything Email

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