5 ways to improve your email campaigns
TRANSCRIPT
93 billion marketing emails are sent every day. [THE RADICATI GROUP]
The struggle for ATTENTION in the INBOX is real.
Data from VentureBeat. Image from Campaign Monitor.
EMAIL DELIVERS THE BEST ROI
Tanya Wheeler-BerlinerDirector of Marketing, Email on Acid
• 10 years of nonprofit communications, public relations, and marketing experience• Local, regional, national organizations• Health care, education, human services fields
@tanyawb #fallconf15
Who are you?• What is your role?
• What type of nonprofit are you at?
• How long have you been running email marketing campaigns?
• What software or service are you using?
What is your current email strategy?• What types of email are you
sending?• How often?• To whom?
What are the goals of your email marketing program?• Brand awareness
• Relationship building• Fundraising• Advocacy
1START WITH SEGMENTATION
5 WAYS TO IMPROVE YOUR EMAIL CAMPAIGNS (and get better results)Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15
64% of nonprofit organizations segment their email communications in some way. [Hubspot]
START WITH SEGMENTATION
START WITH SEGMENTATION
Event attendance Past donation
amountsVolunteering history
Lifetime giving totalProgram/advocacy
interestsCity, state, zip codeEmail activity
SEGMENTATION EXAMPLES
SEGMENTATION EXAMPLES
SEGMENTATION OPTIONS• Age (8%)
• Communication preferences (28%)
• Donation amount (36%)
• Donation type (26%)
• Duration of support (24%)
• Email activity (10%)
• Gender (3%)
• Income level (6%)
• Online or offline action history (30%)
Make a list of 3-5 different ways you can and should be segmenting your email list.
2MAKE A GOOD FIRST IMPRESSION
5 WAYS TO IMPROVE YOUR EMAIL CAMPAIGNS (and get better results)Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15
33% of email recipients open an email based on subject line alone. [Salesforce]
SUBJECT LINE
PREHEADER TEXT
PREHEADER TEXT
INITIAL OPEN
What steps do you need to take to make a better first impression?
3USE A RESPONSIVE TEMPLATE
5 WAYS TO IMPROVE YOUR EMAIL CAMPAIGNS (and get better results)Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15
70% of smartphone users say they delete emails immediately if they do not render properly. [Acxiom]
USE A RESPONSIVE TEMPLATE
USE A RESPONSIVE TEMPLATE
USE A RESPONSIVE TEMPLATE
FIND A RESPONSIVE TEMPLATE• Your email service provider
• Free templates online
• Paid templates online
• Email design companies
TEST BEFORE YOU SEND
What do the emails you send really look like when they arrive in the inbox?
4SIMPLIFY & OPTIMIZE YOUR CONTENT
5 WAYS TO IMPROVE YOUR EMAIL CAMPAIGNS (and get better results)Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15
36% of nonprofit organizations sendemail campaigns with competingcalls to action. [Online Marketing Scorecard]
SIMPLIFY YOUR CONTENT
SIMPLIFY YOUR CONTENT
You have 8.25 seconds to capture someone’s attention.
• Less is MORE
• Just 1 call to action
• 1-2 sentence teasers with links to articles
• Simple, clean design
Considerations for compelling content:
Eliminate email clutter! Define 1-3 goals for each campaign and stick to them.
5STICK THE LANDING (PAGE)
5 WAYS TO IMPROVE YOUR EMAIL CAMPAIGNS (and get better results)Colorado Nonprofit Association Fall Conference | @tanyawb #fallconf15
Only 16% of donation pages are optimized for mobile devices. [Online Marketing Scorecard]
STICK THE LANDING (PAGE)
STICK THE LANDING (PAGE)
STICK THE LANDING (PAGE)
STICK THE LANDING (PAGE)
Considerations for good landing pages:
• Consistent with email campaign
• Simple
• Responsive design
Using videos on a landing page can increase conversions by 86%. [Eyeview]
Think about email campaigns as a experience. Where and how does the journey end?
?QUESTIONS?
??
THANK YOU!