From single-employee nonprofits to multi-million dollar causes, email is likely to be the best return on investment for any of your appeals or campaigns. It's inexpensive, easy fast to market and it WORKS. Jessica Best, Digital Marketing Evangelist for emfluence, shares 5 things to always do and 5 things to never do to ensure your email program can work its best for you.
Email Marketing for Nonprofits: the Good, the Bad, the WOW
1. Email Marketing Do’s (& Don’ts) for Growing Nonprofits
Jessica Best
Digital Marketing Evangelist
jbest@emfluence.com
Email Marketing: the Good, the Bad & the Wow
@emfluence or @bestofjess
3. @emfluence @bestofjess
Email can send direct:
At the time that it’s most relevant to the recipient
With the products/content that are personalized
Can track individual recipient engagement
… and automate your follow up
Email gets delivered:
Average email read rate: 25-30%
Email Marketing – How it Works
11. @emfluence @bestofjess
Follow the Law: CAN-SPAM Act of 2003
Accurately identity the sender
Working opt-out mechanism
Include a physical address (or P.O. Box)
Message, Subject must have clear intent
Don’t commit fraud (duh)
Email Marketing: the GOOD
2
13. @emfluence @bestofjess
Have a Plan
Send consistently (at least 1x/month)
Integrate with content marketing calendar
Set goals & define metrics for success
Email Marketing: the GOOD
3
17. @emfluence @bestofjess
Test & Track to Learn
Opens < Clicks < Conversions
Subject lines
Day of week
Frequency
Personalization
Discount/price
Email Marketing: the GOOD
Also watch your:
Bounces
Unsubscribes
Spam complaints
18. @emfluence @bestofjess
Test & Track to Learn
Pop Quiz: Which subject line won?
Email Marketing: the GOOD
A. Help us solve hunger.
B. Donating 1 million meals.
C. You can help solve hunger.
23. @emfluence @bestofjess
Don’t Send It From Your Inbox
Use an Email Service Provider (ESP) to create, deploy & track
Unsubscribe managed
Feedback Loop managed
Keeps your database clean
Tracks results!
Bonus: Replace attachments with (trackable) links
Email Marketing: the BAD
4
27. @emfluence @bestofjess
Don’t Send It Without a Pre-Send Check
See if it passes common spam filters
Email Marketing: the BAD
5
Source: Return Path 2013
37. Email Marketing Do’s (& Don’ts) for Growing Nonprofits
Jessica Best
Digital Marketing Evangelist
jbest@emfluence.com
Email Marketing: the Good, the Bad & the Wow
@emfluence or @bestofjess
38. @emfluence @bestofjess
Email Marketing: the WOW!
Business-to-
Business
Desktop
79%
Mobile
21%
Business-to-
Consumer
Desktop
47%
Mobile
56%
Keep mobile in mind
$