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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
@emfluence @bestofjess
Email Marketing – How it Works
@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
@emfluence @bestofjess
It’s 2015… Why Email?
Email Marketing – How it Works
@emfluence @bestofjess
It’s 2015… Why Email?
Email Marketing – YES it Works
@emfluence @bestofjess
So, how do you earn your
$28 Return on Investment?
Email Marketing: the Good, the Bad & the WOW
@emfluence @bestofjess
The Good = YES
5 things you should always do
Email Marketing: the Good, the Bad & the WOW
@emfluence @bestofjess
Get Permission
 Subscribers opt-in
(not opt-out)
 Set expectations
Email Marketing: the GOOD
1
@emfluence @bestofjess
Get Permission
 Subscribers opt-in
 NO harvesting
email addresses
from websites
Email Marketing: the GOOD
1
@emfluence @bestofjess
Follow the Law: CAN-SPAM Act of 2003
Email Marketing: the GOOD
2
@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
@emfluence @bestofjess
Follow the Law: CAN-SPAM Act of 2003
Email Marketing: the GOOD
2
@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
@emfluence @bestofjess
Have a Plan – Send Consistently
Email Marketing: the GOOD
3
@emfluence @bestofjess
Use Data to Personalize
Email Marketing: the GOOD
4
@emfluence @bestofjess
Use Data to Target Segments
Email Marketing: the GOOD
5
@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
@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.
@emfluence @bestofjess
The Bad = NO
5 things you should never do
Email Marketing: the Good, the Bad & the WOW
@emfluence @bestofjess
Don’t Start From Scratch
Email = blog + social + video ++
Email Marketing: the BAD
1
@emfluence @bestofjess
Don’t Use One Big Image
Email Marketing: the BAD
2
@emfluence @bestofjess
Don’t Buy an Email List
Email Marketing: the BAD
3
Opens:
9.46%
@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
@emfluence @bestofjess
Don’t Send It From Your Inbox
Email Marketing: the BAD
4
 Tracks results!
@emfluence @bestofjess
Don’t Send It Without a Pre-Send Check
 See what it looks like in various inboxes
Email Marketing: the BAD
5
@emfluence @bestofjess
Don’t Send It Without a Pre-Send Check
 See if it passes common spam filters
Email Marketing: the BAD
5
@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
@emfluence @bestofjess
The WOW, That Kicked A$$!
Email Marketing: the Good, the Bad & the WOW
@emfluence @bestofjess
Cross Promote to Grow
2 emails = 60K new likes
Email Marketing: the WOW!
$
@emfluence @bestofjess
Automation Lifts ROI
 Triggered Emails
Email Marketing: the WOW!
$
@emfluence @bestofjess
Automation Lifts ROI
 Life cycle nurturing
Email Marketing: the WOW!
$
Next
day
2
weeks
6
weeks
10
weeks
12
weeks
@emfluence @bestofjess
Automation Lifts ROI
 Ask for referrals
Email Marketing: the WOW!
$
@emfluence @bestofjess
Video/Animation Drives Engagement
Email Marketing: the WOW!
$
@emfluence @bestofjess
Video/Animation Drives Engagement
Email Marketing: the WOW!
$
@emfluence @bestofjess
Preheaders That $ell
 “2nd subject line”
 View as Webpage
 White List request
Email Marketing: the WOW!
$
@emfluence @bestofjess
Email Marketing: the WOW!
Tell Stories
$
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
@emfluence @bestofjess
Email Marketing: the WOW!
Business-to-
Business
Desktop
79%
Mobile
21%
Business-to-
Consumer
Desktop
47%
Mobile
56%
Keep mobile in mind
$

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Email Marketing for Nonprofits: the Good, the Bad, the WOW