Email Marketing for Nonprofits - Tips & Tricks
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Are you sending email, eNewsletters, or eCampaigns but not sure if these efforts are reaching their full potential? Come learn how better segmentation and coordination can increase your marketing efficiency and results!
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Email Marketing for Nonprofits - Tips & Tricks
- 2. “ I felt like they were disappointed” “They didn’t give me an update on what they were doing”
- 6. 5 Guidelines for An Effective Email Message
- 7. Recognizable “From” or “Sender” address Tip #2: Don’t use a random name “From” Name
- 8. Recognizable “From” or “Sender” address Tip #3: Use a consistent “From” and “Reply-To” addresses to build your sender reputation
- 9. Descriptive, inviting (and honest) subject line Tip #4: Limit subject lines to 50–60 characters maximum or less (mobile devices typically display the first 15–25 characters)
- 10. Descriptive, inviting (and honest) subject line Tip #5: Keep subject lines clear and simple – not promotional
- 11. Descriptive, inviting (and honest) subject line Tip #6: Avoid using @, #, $ , ! or ALL CAPS in the subject – could trigger spam filters
- 12. Descriptive, inviting (and honest) subject line Tip #7: Look inside your own junk mail folder – and don’t do what they do
- 14. Concise, relevant content designed to be read online Tip #9: Create interesting, relevant and compelling content for your audiences
- 15. Concise, relevant content designed to be read online
- 16. Concise, relevant content designed to be read online Tip #10: Use stories to engage your readers
- 17. Concise, relevant content designed to be read online Tip #11: Use statistics, testimonials, case studies, and expert opinions to support a point
- 18. Concise, relevant content designed to be read online Tip #12: Design and write for the preview pane Image displays, but no content! No image, no alt tags = no content!
- 19. Concise, relevant content designed to be read online Image/text displays, call to action above the fold
- 20. Concise, relevant content designed to be read online Tip #13: Avoid using one large image
- 21. Concise, relevant content designed to be read online Tip #14: Avoid using mostly images
- 22. Compelling call-to-action Tip #15: Compel your readers to do something. Your first mention should appear in the preview pane The call-to-action is usually the entire point of sending the message
- 23. Compelling call-to-action Tip #16: Give readers a sense of urgency and use specific action-oriented language Donate now to help us send 5,000 children in Cambodia to school by 2012.
- 24. Compelling call-to-action Volunteer or donate now to help us cut whales killing quotas in half this year
- 27. Compelling call-to-action Tip #17: Don’t put the call-to-action in an image
- 28. Supporting landing page(s) Tip #18: Each kind of message might call for a different kind of landing page
- 29. Supporting landing page(s) Tip #19: You’ve motivated them to act – now bring them even closer
- 30. Supporting landing page(s) Tip #20: Use email headings as page titles
- 34. Tip #23: Look for trends in your email rates
- 40. Split Testing
- 43. Tip #29: Feature a quick way to subscribe from each page of your site
- 55. Super simple
- 56. A little less simple
- 60. Tip #38: Segment by Donors/Non-Donors
- 63. Tip #40: Segment By Interest
- 66. Tip #42: Segment By Recency
- 70. Tip #43: Segment By Channel
- 73. Tip #44: Use an Active Email Strategy
- 74. Questions? Mike Snusz, Blackbaud Internet Solutions [email_address] www.blackbaud.com/connections
Hinweis der Redaktion
- Is the content news-worthy? Or, is it being sent because we always send our newsletter on Wednesdays? One of the top challenges organizations face is creating compelling content.
- Do the basics well.
- If readers don’t recognize you, they are likely to flag your message as spam
- Make sure someone checks this email address regularly. Honor opts outs.
- Spend time thinking about your subject line. How much time would you spend crafting the title of a direct mail piece?
- Avoid being vague. Be clear and direct. People get a lot of email.
- In this example, they type in CAPS, they use the word Free
- Avg. 3 seconds. Are you getting your main messages across in 3 seconds?
- Same email. Lead off with a cat story because I know you like cats. For someone else, I lead off with a dog story. Maybe the rest of the email is the same.
- Example of BBNC conditional content. Could your 5K announcement email be different to past participants vs. prospective participants?
- Eg. animal humane society – noticed a significant response difference when they told a personal story of a pet vs. general appeals to fund new equipment.
- How is money being used? What progress is being made? Use stats, testimonials, and expert opinions to reinforce the progress you’re making. Use case studies to show the before and after impact that donor dollars had.
- Only the top 2-4 inches (or 400-600 pixels) of your email will be viewable in the preview pane;
- Ensure you are using images/text wisely to preview message content
- It may look pretty (if it shows up), but if the image is blocked by the browser, you no longer have a message. No alt tags.
- Again, no alt. tags
- Even though, they use large images, you can still see the call to action - a Live Webinar on June 28. Suggestion : let me know the topic of that webinar and have a link to register on that line.
- Use verbs to keep it active – write sparingly and make those few words count; Highlight any relevant expiration dates for a quicker response. However, keep it soft: for a nonprofit, the identity is usually more important than “making the sale”
- Convince readers if they don’t act now, they might miss out on something really important. In example, I have no idea what the “donors” and “volunteer” links take me to.
- Even though it’s longer, I’m compelled to act in May so my donation could be doubled.
- Again, a little longer. But you see the benefit and the impact of my gift.
- Same email on the bottom. But if my images don’t download, I never see the call to action.
- Fundraising appeal – target by past giving level or fund they supported
- Instead of packing every detail into a message (and losing a lot of readers in the process), email only the basics and let them find more information online
- Confirm that recipients have clicked through to the correct place. It doesn’t take long to lose someone if they’re not sure where to find the information they’re looking for.
- How else will you know? Open rates – not as reliable. Plain text messages, people may read but never download images.
- You likely won’t follow these rates exactly. But it’s good to know how perform against other organizations. Open Rates: Number opened divided by number sent. Click-thoughs: Number of people who clicked on any trackable link in an email message, divided by the number of people who received the email message. RESPONSE RATE: Calculated as the number of people who took the main action requested by an email message, divided by the number of people who received the email message
- Not only how you perform against the industry. Maybe more importantly, how are your email rates trending? Conversion rates dipped from this time last year? Opt outs increasing or decreasing?
- You have the evidence. Use it! For emails that performed well, go back and analyze. Where did we place our links? What did the call-to-action say? How did we lead up to it?
- What was the primary goal of each email? Which ones performed best? Go back and look at those emails. How do they differ from emails that had lower click-thru rates on your primary call to action?
- After reviewing your data, form a hypothesis. Is your primary call to action at the bottom of the email? Could we do better if it was placed elsewhere?
- Take your hypotheses and begin to test. Start with multivariate testing and begin to drill down. Wednesday, early morning, late at night. Multivariate - Split tests and A/B tests are usually performed to determine the better of two content variations, multivariate testing can theoretically test the effectiveness of limitless combinations.
- Promote the benefits of subscribing on the sign-up page. Offer a relevant incentive , such as an email-only discount, free shipping, or link to download an informational resource. Offer multiple subscription options (by topic, frequency, format, etc.)
- Photoshop fake website
- This is just one example A landing page Every organization’s options, questions, etc. will be different
- Don’t be afraid to ask for your supporters’ email addresses – if they like and trust you, they will gladly provide them; Require email address for all order forms – paper and online; Set a business rule that wherever contact information is being collected, an email address will be part of the collection
- Links to specific actions
- Email is a relationship-building tool. Are you bringing something to the relationship by delivering interesting content? Or are you sending everything to everyone, hoping that some of it is of interest?
- Email is a relationship-building tool. Are you bringing something to the relationship by delivering interesting content? Or are you sending everything to everyone, hoping that some of it is of interest?
- Especially when you’re starting out. Avoid: Major Donors + Toronto + Attended our Gala + Interest in Pediatric Programs
- Interests. Recency. Donor/Non-Donor.
- You can quickly get overloaded with segmentation. Keep it simple. Prioritize your segments.
- Are you keeping track of who’s getting what? Is it a joint effort with other departments? Is there a risk that certain audiences could get inundated with communications next week or next month?
- Your communication schedule can be something as simple as this chart. Key is to outline your communications across different channels and collaborate with other depts. Eg. University – are the marketing and alumni departments on the same page? Do you have a collaborate plan?
- Are you sending the same message to prospective donors that you are to major donors? Shouldn’t they be different? You have different strategies for each audience, so why not engage each with information that is helpful and important to them.
- ****Review study for what constitutes large giving program
- ***
- Eg. Boating Event
- What strategies? Translate offline initiatives to online world. 4+ donors: Acknowledge/thank and let them know progress you’ve made. Inactive: Bring them back - Volunteer, Friend-raisers, Survey
- Specifically, pay attention to those donors who have renewed their first and second year. Focus on delivering personal, relevant, compelling content. Eg. How money was used. Who it was impacted. Make them feel appreciated. Build that relationship.
- The more channels you can use to engage your donors, the more likely they are to stay and the more valuable they will be.
- Eg. Direct mail – follow up by email letting donors know how much you’ve raised and how much further you need to go.
- Sums up the segmentation section.